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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!

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

Sponsored by

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Pricing

Members: $99 + GST

Non-members: $149 + GST

Product Details

Date:
30/04/25

Time:
7:00am - 9:30am

Event Location:
Auckland

Venue Name:
The Maritime Room

Venue Address:
Princes Wharf, Auckland CBD, Auckland 1010

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Case Studies:

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

Presented by
Ally Young, Spark Game Arena Lead, Spark New Zealand

Speakers

Frankie Coulter-1

Frankie Coulter

CMO: Head of Retail Marketing & Category NZ

Goodman Fielder

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Jen Jones

Jen Jones

Head of Marketing & Category - Dairy Portfolio

Goodman Fielder

READ MORE
Ally Young-1

Ally Young

Spark Game Arena Lead

Spark New Zealand

READ MORE
Frankie Coulter-1

Frankie Coulter

CMO: Head of Retail Marketing & Category NZ

Goodman Fielder

READ MORE
Jen Jones

Jen Jones

Head of Marketing & Category - Dairy Portfolio

Goodman Fielder

READ MORE
Ally Young-1

Ally Young

Spark Game Arena Lead

Spark New Zealand

READ MORE
Frankie Coulter-1

Frankie Coulter

CMO: Head of Retail Marketing & Category NZ

Goodman Fielder

About Frankie

Frankie Coulter serves as the Chief Marketing Officer and Head of Growth Marketing & Category for Goodman Fielder in New Zealand. Recognised for his impactful leadership in marketing, Frankie was awarded the 2024 Marketer of the Year at the NZ Marketing Awards, highlighting his success in upskilling his team and fostering innovative campaigns that have significantly boosted brand engagement and growth.

His work with Goodman Fielder, a leader in food manufacturing with iconic brands like Meadow Fresh and Vogel's, underscores his role in enhancing the company's market presence and strategic growth initiatives.

Jen Jones

Jen Jones

Head of Marketing & Category - Dairy Portfolio

Goodman Fielder

About Jen

Jen looks after portfolio and brand strategy for the milk and beverage categories at Goodman Fielder, where she is creating 3-year growth strategies for Meadow Fresh and Puhoi Valley brands.

She’s a commercial, results orientated marketeer with strong communication skills and a background in business development including territory management.
Her experience includes international brand and shopper marketing experience in UK with GSK and Rescue Remedy.

Ally Young-1

Ally Young

Spark Game Arena Lead

Spark New Zealand

About Ally

Ally currently leads the gaming brand Spark Game Arena, after previously leading Spark’s low-cost brand Skinny for almost a decade, driving profitability and sustained growth. Her work has earned major accolades including a Global Grand Effie (2022), 11 Cannes Lions (2023), and WARC’s #1 Global Media Campaign (2024).

With a BSc in Sport Science, her early career spanned across NZ, UK & US in sports marketing with Blueseventy and Nuun Hydration, working with brands like Microsoft & Lifetime Fitness. A pivot to tech at Vodafone ignited her passion, leading to senior brand roles at Spark.

Named NZ’s Most Effective Marketer (2022) and awarded the global One Show CMO Pencil (2023), Ally credits her success to strong internal & agency partnerships and a relentless drive for brand effectiveness.

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