How I used paid social to launch Leader Fish Bites and reach 849,456 Kiwi shoppers

The Brief

Leader Fish Bites launched as a new extension to the wider Leader Bites range, and my brief was to build awareness and excitement with busy Kiwi families looking for quick, easy and delicious meal options. The campaign needed to stand out in a crowded social feed, introduce the new range clearly, and deliver strong paid social results across Facebook and Instagram.

The Solution

I developed a paid social campaign built around a simple, ownable creative platform: One bite and you're hooked. The idea connected the familiar Kiwi pastime of fishing with the first-bite moment of discovering a new favourite meal. Creatively, I built a distinctive campaign world using fishing cues, cut-out newspaper-style headlines, collage-inspired animation, and flavour-led ingredient overlays. The rollout included a tease reel, three flavour-specific reels, and a competition post, with each asset given a clear role within the media strategy. The tease reel built curiosity, the flavour reels drove reach and engagement across the range, and the competition post helped bring all three SKUs together in one final awareness push.

The result

The campaign delivered strong paid social performance, reaching 849,456 people with 343,435 total engagements and 341,427 3-second video views. It also delivered a Quality Engagement Rate of 11.45%, in line with benchmark, and a Cost per 1,000 Unique Reach of $9.23, beating the $11.23 benchmark. Across five posts, the campaign achieved an average frequency of 3.5x, helping build strong awareness of the new Leader Fish Bites range while proving the creative and media strategy could work together to deliver efficient social media advertising results.