Last Thursday, over 250 people from Perth’s marketing community gathered at Fraser’s Restaurant, Kings Park to hear three of WA’s leading brands: Gage Roads, Brownes Dairy and P&N Bank, in a panel-led breakfast on how they adapted their marketing strategies and focused on their customers during the pandemic. Ticket proceeds raised a massive $5,200 for Foodbank WA, which will provide 10,000 meals for hungry West Australian’s.
Hosted by Wunderman Thompson’s Gavin Bain, the panel showcased each brand’s key marketing strategies and challenges in the year that was 2020. Throughout the conversation, several key themes rose to the surface, including inclusivity, innovation, authenticity, and community.
Brownes Dairy represented by Senior Marketing Manager Nicole Ohm:
Following the announcement that all West Australians were required to return home, the brand sought to revive the nostalgic home delivery milk van. In a time where many families called for increased accessibility for necessities, the brand harnessed the power of innovation and prompt response to deliver ‘Milko’. The ‘Milko’ campaign enabled Perth families to reconnect with the past and Brownes Dairy milk in a memorable way.
Gage Roads Brew Co. represented by Brand Lead Rebecca Lauchlan:
As a brand with strong ties to the hospitality industry, Gage Roads Brew Co. endured many unique challenges which required innovative solutions. It was important for Gage Roads Brew Co. to continue to address its consumer base but in a more considered, meaningful way. The brand proposed a campaign that enabled it to celebrate hospitality workers via a simple ‘pay it forward’ initiative. The campaign executed across social media networks encouraged the community to nominate a hospitality worker who may have lost their job because of the pandemic.
P&N Bank represented by General Manager Anna Pearce:
In its role as WA’s largest customer-owned bank, P&N Bank faced the critical responsibility to assist its consumers during their various financial crises. The brand used its initiative to quickly adapt in the new environment by drawing back its physical branch presence by 50% and reallocating resources to customer service in the call centre.
Watch some of the key moments in the highlight reel below.