In 2019, Arize amplified Melbourne’s iconic Laurent Bakery as a leader its field, telling the story of the bakery’s heritage and history to bring a human element to the brand.
This was achieved by strategically positioning founder Laurent Boillon as a spokesperson, putting him forward to comment on trending conversations and creating opportunities for coverage around key calendar events.
With the launch or rebrand of four new stores, Arize grew hype and brand awareness through a targeted media campaign and event strategy. Events were interactive, with hands-on workshops, which allowed attendees to walk away with new skills and delicious treats. Laurent created a chocolate sculpture of the beloved bathing boxes for the Brighton event, giving influencers something special to share on social media to mark the occasion. The event was shared with over 157,000 people on Instagram, with nearly 200 stories generated.
Overall in 2019, Arize generated 18 pieces of media coverage for Laurent, reaching over 38 million people with an AVE of $156,440 across publications including The Urban List, TimeOut and The Age.