In creating continuous interest and awareness of Bain’s Cape Mountain Whisky, Jigsaw PR came up with a concept to create a Bain’s Whisky infused milk tart as product drop on National Milk Tart Day. Jigsaw PR selected 30 influencers that have not before engaged with the brand and due to the food item, included some food writers and bloggers across Cape Town, Johannesburg and Durban.

Jigsaw planned the entire concept and had cake boxes and stencils made for the branding. A branded cake plate and lifter accompanied the drop. Due to the cake being perishable, bakers in each city received a set of stencils and the recipe to ensure a seamless drop. The gifts were all hand-delivered to much excitement from the recipients!

All social media mentions were un-paid for.

Bain's infused milk tarts with branding in the making

Product drop social media engagement (unpaid)

Results: Over 130 mentions by the 30 influencers selected.

Some of the coverage:

Screenshot 2021-01-21 at 11.12.57.png
Screenshot 2021-01-21 at 11.13.09.png
Screenshot 2021-01-21 at 11.13.22.png
Screenshot 2021-01-21 at 11.13.31.png
Screenshot 2021-01-21 at 11.24.50.png
Screenshot 2021-01-21 at 11.24.40.png

Sharp spike in Engaged Users on National Milk Tart Day on the Bain’s social media platforms:

Screenshot 2021-01-21 at 16.43.52.png