Chelsea Sugar: Celebrating the new home of Kiwi baking


A cultural landmark 10 years in the making, our job was to curate the opening of the $9m visitor centre exciting locals, schools and tourists about the new home of Kiwi baking and creating an unforgettable event to mark its opening.  

Our approach  
Our communications programme extracted story angles and opportunities about the centre, the history and nostalgia of the site (ask any Aucklander of a certain age and they will remember a school trip around the factory) and the Chelsea brand, all while emphasising the joy of baking. 

The much anticipated launch event was enjoyed by over 200 guests who experienced classic Kiwi tunes by Jason Kerrison and Jason Fa’afoi; modern Kiwiana inspired food by Fran Mazza and Aaron Carson; saw the legendary Annabelle White demonstrating her baking talents and charm, all tied together seamlessly by MC Madeline Sami.  There was even impromptu sing-along with Auckland’s own Peter Ulrich!


  • 40+ pieces of earned high-value media items reaching an audience of over 2,690,000       
  • 1,400,000 positive social media interactions around launch  
  • Highlights included Seven Sharp, The AM Show, New Zealand Herald (main news online and print, Herald Focus, Business & Spy),, Denizen and Metro Magazine
  • A very happy client.