To launch the small but mighty KitchenAid Artisan Mini Mixer, we opened Australia and New Zealand’s smallest restaurant – Pith By Mini – and flew out NYC’s rising culinary star, 22-year-old Jonah Reider to curate the exclusive dining experience.
Inspired by his ‘dorm room restaurant’, we transformed Sydney and Auckland’s smallest apartments into Mini pop-ups that seated just six diners and offered a menu created using the epic Mini.
The sought-after events created huge buzz amongst the target millennial audience, selling out in five minutes, and reaching over 12.8 million Australians and Kiwis.
WINNER – Silver, Durable Consumer Goods Campaign, Spikes 2017
WINNER – Silver, Consumer Launch Campaign of the Year, PR Awards Asia 2017
WINNER – Silver, Best PR Campaign – Lifestyle, Marketing PR Awards 2017
WINNER – Silver, Best Product Launch PR Campaign, Marketing PR Awards 2017
WINNER – Bronze, ANZ PR Campaign of the Year, PR Awards Asia 2017