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food pr case study


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Sweet William



Sweet William is the first company in Australia to manufacture dairy-free chocolate for people with special dietary needs. Sweet William chocolates contain more fibre, Vitamin E, Omega 3, and Omega 6 fatty acids, compared to regular chocolate. Catering to consumers with food intolerances, Sweet William products are free of lactose, gluten, tree nuts, peanuts and animal products.



The Brief

  • Launch Sweet William’s new ‘nut-free nut bar’, Not Nuts in the Australian marketplace
  • Position Sweet William as the leading Australian producer of dairy-free chocolate products
  • Build awareness and increase sales of Sweet William’s Chocolate Spread via consumer media


Our Success

To emphasise its point of difference to the vast range of Australian confectionary, WordStorm PR came up with the idea to send the ‘nut-free nut bar’, Not Nuts in a box with a bunch of ‘nuts’. WordStorm PR cleverly selected a range of ‘nutty’ images (Tom Cruise jumping on Oprah Winfrey’s couch for example), and placed them alongside Not Nuts in a branded box. Attached to the chocolate bar was a note saying “The only thing in here that’s NOT NUTS”.


Media Coverage

Sweet William chocolate products were featured in Australia’s leading food publications and newspapers, reaching more than five million Australian consumers. In a three month campaign, Sweet William was featured in over 50 wide-reaching publications, including The Sunday Telegraph, The Daily Telegraph, The Herald Sun, mX, Super Food Ideas, Australian Good Taste, Australian Table, ABC Delicious and Slimming and Health.





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