In 2020, Blue Planet PR was tasked with coordinating the publicity for MGI Entertainment’s #HomeCooked campaign. The 4 million media impressions nationwide helped drive donations of over $40,000 for OzHarvest, helping provide 80,000 meals to Australians experiencing food insecurity.
As a result of this success, Blue Planet was chosen as the PR agency for the 2021 iteration of the campaign – #Cook2Connect.
The Brief
Raise awareness of the #Cook2Connect campaign (and MGI Entertainment’s involvement) in consumer and business-to-business media.
The Strategy
Harnessing the appeal of celebrity chefs who provided special #Cook2Connect recipes, Blue Planet PR took an integrated approach, blending old-school publicity and social media content generation.
The Result
Sustained coverage in mainstream consumer and trade media outlets. A highlight was Channel 7’s Weekend Sunrise, which featured seven segments dedicated to #Cook2Connect, its sponsors, and partner celebrity chefs.
