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Beyond the Game – Creative Ways to Activate Your Brand for the Next Generation of Fans

Even if you’re not into sports, you’ll have heard of Kiwi basketball star Steven Adams or the hugely successful KFC Gravy Train campaign. So, as a marketer, what can you learn from some of the most talked-about brand activations last year, and how can you apply these lessons to your work?

Find out at this Brainy Breakfast with three powerhouse case studies!

  • NZ Marketer of the Year Frankie Coulter shows how Steven Adams breathed new life into the Meadow Fresh brand as part of a wider overhaul of Goodman Fielder’s marketing strategy.
  • Ally Young takes us behind the scenes of Spark Game Arena Live 2024 - NZ’s Ultimate Gaming Festival with multiple esports tournament stages, live broadcasts, sponsor activations, industry talks, influencers, VIP zones, and more!
  • Susannah Winger showcases how One New Zealand's long-standing partnership with the Warriors builds deep community ties, celebrates fans, and brings the brand to life through bold, visible, and lasting experiences.

Haven't been to our Brainy Breakfast event before? This is what you get for your ticket:

  • Opportunity to network with fellow marketers
  • A delicious breakfast + Barista Coffee
  • Loads of inspiration and actionable tips
  • Marketing insights from leading NZ brands and experts

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Event
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Beyond the Game – Creative Ways to Activate Your Brand for the Next Generation of Fans

30/04/2025

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Case Studies:

We have invited TBWA’s Catherine Harris to set the scene for this Brainy Breakfast before we dive into the three case study examples.

She will share a few key findings from their recent Future of Sport report to highlight how sport has helped brands achieve greater cultural relevance than ever before.

She will discuss how live events, fandoms, content and communities are playing bigger and bigger roles for brands and how brands can authentically leverage already-existing sport fandoms, be part of the conversations, and build long-term loyalty.

NZ Marketer of the Year 2024, Frankie Coulter, and Goodman Fielder Head of Dairy Marketing, Jen Jones, join us to show how Kiwi NBA star Steven Adams has helped Meadow Fresh build a beachhead in a market dominated by a fantastic single major competitor.

Frankie & Jen will discuss:

  • Breathing fresh life into an iconic brand.
  • How they identified opportunities to differentiate their product.
  • Validating the product concept and branding to align with customer preferences.
  • How the high-profile partnership fits into a wider overhaul of Goodman Fielder’s marketing strategy.
  • “That’s Nice Milk” - Giving back by supporting the Steven Adams Basketball Camps for kids.

Co-Presented by
Frankie Coulter, CMO: Head of Retails Marketing & Category NZ, Goodman Fielder
Jen Jones, Head of Marketing & Category - Dairy Portfolio, Goodman Fielder

Three years ago, Spark NZ identified gaming as one of the ways for them to demonstrate the strength of their network and connect with a new generation of customers. With 79% of Kiwis identifying as gamers, and gaming absolutely blitzing everything when it comes to brand uplift, attribution, and attention measurements, this is an important space for brands to be in.

The result: Spark Game Arena Live brought thousands of gamers together in September 2024 and set a benchmark for gaming festivals globally by turning the festival itself into a fully immersive gaming experience.

  • Why Spark NZ decided to play in this space
  • Redefining what a gaming festival can be – how thinking differently helped elevate the whole experience and outcomes for Spark NZ
  • How brands can use events and activations to make their mark
  • How to show up as a brand in gaming – the opportunities for Kiwi brands
  • What we learnt from Spark Game Arena Live, and what’s next

Fireside Chat with
Ally Young, Spark Game Arena Lead, Spark New Zealand

The partnership between the Warriors and One New Zealand has stood for over a quarter of a century and has made the two brands synonymous with each other. Much more than a logo or a name, One NZ embeds itself into the identity of the Warriors, intertwining its brand with the Warriors' community - fostering a deep connection with fans, young and old alike.

For One New Zealand, it’s a way of showing Kiwi a bit about who they are as a business by who they support. It’s about building a community and legacy together and working with the Warriors to create memorable moments for fans.

  • Simplifying our strategy and focussing on doing fewer, bigger, better.
  • Making the fans the star of the show: Celebrating everything that makes them the greatest
  • How we’re bringing the partnership to life: One Big Fan, Viva Wahs Vegas, One NZ Home Base, 2024 Heritage Jersey
  • Enhancing brand visibility through a strong social media presence
  • Beyond the digital engagement: creating fan experiences to reinforce brand alignment
  • Continuing the momentum: what’s next for the partnership?

Presented by
Susannah Winger, Head of Brand & Loyalty, One New Zealand

Speakers

Ally Young-1

Ally Young

Spark Game Arena Lead

Spark New Zealand

Frankie Coulter-1

Frankie Coulter

CMO: Head of Retail Marketing & Category NZ

Goodman Fielder

Jen Jones

Jen Jones

Head of Marketing & Category - Dairy Portfolio

Goodman Fielder

Susannah Winger

Susannah Winger

Head of Brand & Loyalty

One New Zealand

Catherine Harris

Catherine Harris

CEO

TBWA\Group NZ
Your Host & MC

Ally Young-1

Ally Young

Spark Game Arena Lead

Spark New Zealand

Frankie Coulter-1

Frankie Coulter

CMO: Head of Retail Marketing & Category NZ

Goodman Fielder

Jen Jones

Jen Jones

Head of Marketing & Category - Dairy Portfolio

Goodman Fielder

Susannah Winger

Susannah Winger

Head of Brand & Loyalty

One New Zealand

Catherine Harris

Catherine Harris

CEO

TBWA\Group NZ
Your Host & MC