Roxy Jacenko tells AdNews that a healthy influencer strategy has proven "extremely successful" for Sweaty Betty and will drive results for Chargrill Charlie's latest salad range launch.
Chargrill Charlie’s has tapped PR guru Roxy Jacenko and other health and wellbeing influencers to launch its new salad range.
Jacenko and other social media personalities will promote the range across Instagram and the blogging space as part of its PR strategy led by Sweaty Betty.
The salads have been made in collaboration with Jacenko due to the overwhelming requests for her meal plans and exercise regime notes. The launch will also leverage the shift away from unhealthy takeaway foods as consumers become more health conscious.
Sweaty Betty has been behind the transformation of Chargrill Charlie’s over the last 12 months, taking the business from a humble chicken shop to a Sydney hotspot.
“When Sweaty Betty PR starts working with any client, our aim is of course to create a serious buzz, but at the same time we have a big focus on maintaining the authenticity of the brand,” Jacenko tells AdNews.
She adds that maintaining Chargrill Charlie’s rich history has been front of mind when looking at PR initiatives, such as the recent umbrella takeover at North Bondi Beach.
“As an external PR agency we are able to adopt an outsider’s perspective which greatly assists in coming up with fresh ideas to ensure the brand and clients continues to go from strength to strength,” she says.
“By allowing influencers to experience a product, it allows the taste makers of the country with public platform to share where they are going, what they are eating – this has proven extremely successful for us as it is how today’s generation is making their next decision.”
As part of the promotion, Chargrill Charlie’s will look to collaborate with health and wellbeing events, local gyms and fitness studios.
