The Kai Ika Project is a community initiative that takes fish heads, frames, and offal which would normally go to waste and redistributes these to families in need and community groups in Auckland.
While these fish off cuts are discarded by many, for others they are the most delicious parts of the fish and highly sort after.
Based out of Papatūānuku Kōkiri Marae in Mangere, the project needed to increase production to meet growing need from families and members of the local community.
Shipping container specialists Royal Wolf modified a 20-foot container into a fish filleting station and distribution hub which enabled Kai Ika to increase production from 250 kilos a week to 1,000 kilos and service three other marae.
Boyd PR was tasked with showcasing the partnership between Kai Ika and Royal Wolf, and to raise public and media awareness of the project.
We created a content piece featuring the key players in the project to:
- Highlight the valuable work Kai Ika does and the positive impact it is having in the community while also highlighting the continued need
- Showcase how Royal Wolf provided a containers solution to meet Kai Ika’s needs
- Relay Royal Wolf’s commitment to supporting community projects such as Kai Ika
The video was shot to ensure it could be used across multiple channels, including social media and mainstream, trade, and vertical media outlets.
To accompany the video, we developed a media release telling the story of Kai Ika, outlining the need in the community, the part the modified container played in ramping up production to help meet this need, and the potential for a nationwide roll out of Kai Ika.
The video was shared across all key stakeholders’ social channels including Royal Wolf’s LinkedIn, Facebook, Twitter, Instagram and You Tube garnering more than 150 likes, 30 shares and over 10,000 views.
The video has also been reused multiple times by Royal Wolf for everything from marketing and sales purposes, through to social media and content discovery campaigns.
Media coverage of the project was extensive with stories running on 1News, Newshub, and NZ Herald as well as in media outlets across the fishing, construction, and sustainability sectors.