4.5 years working in FMCG - Marketing at Pic's Peanut Butter
Explore the transformative marketing journey at Pic's Peanut spent over 4.5 years, highlighting breakthrough social media strategies and innovative brand promotions.
The year I started working at Pic's Peanut Butter, I was greeted by headlines that read; Pic's Peanut Butter hits the shelves of 900 Woolworths supermarkets in Australia; Pic's Peanut Butter and Devonport Chocolate win at Great Taste Awards; and Which is the best peanut butter? We test three leading NZ brands. Growth at Picās Peanut Butter was unmistakable. Global Marketing Manager, Nikki Neate, led the marketing team, who left no stone unturned.
This is where I came in. During a timely group assignment interview, Nikki mentioned needing digital marketing assistance. I eagerly offered my help. Still a student, I was so proud of this internship. It was an unbelievable opportunity.
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Digital Marketing Internship
I did odd jobs for a bit. Then Nikki said āTake the camera out and get a good photo of the Tumblers somewhereā and I did. I took an awesome photo which marked my photography and social media debut.
Straight away, I felt I had found my place. Nikki was always so encouraging. A brilliant mentor. Her way of storytelling has completely shaped how I am as a professional, and for that, Iām so thankful. Pic is an extraordinary leader, and his fearless ātake on any challengeā and ābreak the mouldā approach is an energy that everyone needs to experience. To say I loved working for this company is a huge understatement.
Cue Claire Wouters, a social media marketing expert and a digital mastermind, who taught me everything I know about the fact. We got on like a house on fire from the get-go and worked together brilliantly. When Claire first joined, our Facebook followers were around 25,000, and Instagram had just surpassed 10,000 followers. Claire knew what people wanted to see and the world ate it up. The results speak for themselves.
Having worked at Picās for almost 5 years, we achieved a lot as a team. As an intern, the projects I initially took on continued throughout my time at Picās Peanut Butter. These included:
A dedicated database of āPicstersā, all saving up sticky labels to get free peanut butter delivered. This included a Mailchimp EDM, regular customer service and prize logistics
Monthly internal newsletter
Content creation - Photography for social media.
Trade marketing collateral creation
