Good One PR agency’s debut in the most important industry contest, the Golden Clips, ended with two awards. The PR campaign for the Bobby Burger brand received the Silver Clip in the category Product, service, or company launch, which is the highest award given in this category. Meanwhile, the communication campaign for the Mazurska Alcohol Manufactory crowdfunding campaign in the category Financial PR and investor relations was awarded the Bronze Clip!
The Golden Clips is an event awaited every year by the entire public relations industry in Poland. The competition, organized by the Association of Public Relations Firms, honors the most effective, creative, well-prepared, and implemented campaigns and communication activities. The projects are judged by an independent jury consisting of over 80 experts.
The 18th edition of the Golden Clips was special not only because of the pandemic, which moved the event and the Award Gala to the virtual world. A record 395 entries were submitted in 36 categories. It is even more gratifying that the PR campaigns we implemented were recognized and awarded trophies!
Good One PR’s debut at the Golden Clips
The PR campaign “Power Plant – don’t underestimate the power of plants!”, which we carried out for the Bobby Burger brand on the occasion of introducing the first vegan burger in the network’s history, received the Silver Clip in the category Product, service, or company launch. Importantly – there was no Gold Clip awarded in this category, so the silver award is the highest given. The jury also noticed the communication campaign for the crowdfunding action “Kraft is not just beer!”, which we implemented for the Mazurska Alcohol Manufactory. It was awarded the Bronze Clip in the category Financial PR and investor relations. In this category, the Gold Clip was also not awarded.
Details of the winning projects are below.
- Power Plant – don’t underestimate the power of plants!
An intense and engaging PR campaign, which we carried out on the occasion of introducing the first vegan burger to the Bobby Burger network, was very well received by all target groups: media, influencers, vegetarian and vegan communities, and the brand’s existing customers.
Bobby Burger is a brand known for its 100% beef burgers, a fact it gladly emphasizes in its regular communication. For this reason, when planning the PR campaign for the new plant-based option, we faced a real challenge: how to reach consumers from two completely different categories: meat-eaters, who often approach vegan dishes with aversion, and vegetarians and vegans, who know this chain for its main category – meat burgers? How to create not only a spectacular but also an effective PR campaign without additional funds for paid activities?
The effects of well-chosen tools and actions are not only media success – over 100 publications in various media outlets such as radiozet.pl, Puls Biznesu, rp.pl, noizz.pl, vogue.pl, Men’s Health, beszamel.se.pl, vege.com.pl, Nasze Miasto Warszawa – but also sales success – interest in the “Power Plant” burger exceeded the expectations of the Bobby Burger chain; in the first week, sales reached the level planned for the entire month, and half of that result was achieved already in the first weekend after introducing the burger to the locations!
- Craft is not just beer!
Mazurska Manufaktura Alkoholi turned to our agency for support when the crowdfunding campaign counter got stuck. Starting cooperation halfway through the campaign, we faced numerous challenges. How, in such a short time and within free PR activities, to reach potential investors and encourage them to buy shares of a small, family-owned company little known on the broader market? How to define the target group when craft strong alcoholic beverages are a niche product on the Polish market? How to attract media attention to the campaign when such actions usually catch journalists’ interest mainly at the launch and after its completion? An additional difficulty was that the Manufaktura operates in the strong alcoholic beverages sector, which for legal reasons limited the range of communication channels and tools.
We focused on broad communication, considering several strategic audience groups: the local community familiar with the company and sentimental about its headquarters, individual investors who follow business media news, craft alcohol enthusiasts, and also fans of Magda Gessler, who as the campaign ambassador encouraged not only investment but also the opportunity to meet her in person during the General Shareholders’ Meeting.
Thanks to an intensive PR campaign conducted by Good One PR, a company little known on the market ultimately raised PLN 2.54 million from over 1,000 shareholders, ranking 6th in the history of equity crowdfunding campaigns – joining well-known brands such as Wisła Kraków, PINTA, and Doctor Brew. In less than 1.5 months of our activities, over 150 mentions of the crowdfunding campaign appeared in the media space. Publications about the Mazurska Manufaktura campaign were present in various media outlets, including Rzeczpospolita, Puls Biznesu, Wp.pl, Gazeta.pl, Olsztyn.agora.pl, Gazeta Olsztyńska, Mambiznes.pl, Portalspozywczy.pl, Pudelek.pl, Chillizet.pl, Se.pl.
It was a successful debut in the Golden Paperclips competition! Once again, huge congratulations to the teams of Ewelina Puławska and Martyna Dziopak, who were responsible for these projects, and many thanks to our Clients – without the wonderful cooperation with you, excellent flow of information, and openness to actions, this would not have been possible.
