The Network Foodgroup put together a very specific approach to help Chelsea connect directly with their key stakeholders from the professional food community.
As the nation’s renowned industry leader, Chelsea knows it is important to share their expertise about New Zealand sugar production and use, as well as independent scientific resources relating to sugar and health.
To create a meaningful and enjoyable experience, we worked with Chelsea to host a series of private tours of the iconic Chelsea Sugar Refinery on Auckland’s North Shore. Inviting influential key opinion leaders in the food sector – members of the New Zealand Guild of Food Writers and the New Zealand Institute of Food Science & Technology – the Chelsea team were able to give behind-the-scenes insights into the world of sugar production and the functional value of their unique range of sugar products.
Getting the inside scoop proved a huge hit with tour guests who were full of praise: “I was impressed by the enthusiasm, pride and energy shown by the Chelsea team”, “I had to buy sugar in the weekend, and I made sure it was Chelsea branded”, and “a fantastic, all round rewarding and educational tour.”