The Smooth Festival of Chocolate
Highlighting the power of experiential marketing in transforming smoothfm’s brand presence, leveraging a high- demand market to create a large-scale, visually engaging event that drove audience growth and media success.
THE CHALLENGE
Launch a unique festival for smoothfm that embodies indulgence, drives engagement, and creates Instagrammable moments, positioning smoothfm as a premium lifestyle brand.
“An exceptional team across the board, one phone call to PM with a two line brief and we now have not only the biggest two day food event in the country, but an experiential / content / commercial juggernaut for our brand”
OUR APPROACH
PM developed a large-scale chocolate festival, leveraging Australia’s $2.1 billion confectionery market to create a visually captivating and immersive experience.
Over 100 top dessert brands participated in a free two-day festival at The Rocks and lower George St Precinct. PM coordinated with multiple stakeholders (NSW Police, Sydney City Council, RMS, NSW Transport, The Port Authority) to secure permissions and close George St.
Key locations included the use / closure of George St, The Rocks Market, OPT, MCA, First Fleet Park, and Circular Quay Way.
The festival was designed for maximum visual appeal and social media engagement, ensuring high foot traffic.
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The result
Australia’s largest two-day food festival, growing from 74,000 to 150,000 attendees over five years.
Nominated for a BE Fest award (Best Sponsorship) and won Best Marketing Campaign at the 2016 ACRAS.
Achieved an $8M social media reach and helped smoothfm secure the No.1 radio survey ranking.
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