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VIRTUAL PACK

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#ShakenNotBroken is a Campari Australia initiative to support our neighbourhood venues and help them stay connected with their

patrons at this time.We may be Shaken, but we are

certainly Not Broken. We hope this virtual pack helps

you on your journey!

#SHAKENNOTBROKEN

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We’ve partnered with Australian online ordering platform,

HungryHungry, to make it easier than ever to reach customers who

are keen to purchase cocktails.

hungryhungry.com/hh-campariSIGN UP AT

3 HUNGRYHUNGRY

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When you first sign up, HungryHungry will assign you an ‘on-boarder’ contact who will take you through the set-up process. Here’s a quick guide of what you can expect after signup:

Onboard

Receive a phone call to have a one-on-one onboarding with a member of the HungryHungry team. This includes filling out a new-client pack, which will require you to upload bar info, menus, your business logo, opening hours, delivery options, images and any additional information required.

Build

HungryHungry then uses this information to build out the online website template, which is linked to the venue’s website. This is all housed through the HungryHungry domain.

Customise

You can then customise the web design as you wish and the final quality control of the website will be actioned by HungryHungry.

Tool setup

HungryHungry will then provide a 30-min virtual ‘face-to-face’ session to help you download the necessary setup tools onto your chosen internet connected device (so you can view the orders) and connect a printer if you want to print out dockets

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hungryhungry.com/[your_venue]YOU’RE UP AND RUNNING, LIVE!

HUNGRYHUNGRY

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It’s all self-managed by you, it’s simple to update if you have a special drink offer or want to turn off delivery and go for pick-up service only.

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Take advantage of Campari Australia and HungryHungry’s partnership, there will be no registration fee to sign up to the service and no break fee for leaving the platform within 12 months. Venues will be asked to sign an engagement agreement with HungryHungry prior to using its online ordering platform.

HungryHungry processes all payments that go through the platform on the venues’ behalf. From each payment, HungryHungry pays a 2% processing fee to the payment gateway, takes a 3% commission, and settles the remainder with the venue every Tuesday. Any delivery fees collected through the platform are paid directly to the venue as part of the settlement each week. Each venue will then be responsible for paying any delivery partners it engages.

NO REGO FEE

NO BREAK FEE

HUNGRYHUNGRY

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Share your participation in the #ShakenNotBroken initiative

SHARE INITIATIVE

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If you’d like to share your participation in the initiative and show your cocktails are available for purchase via HungryHungry, Campari Australia has developed a suite of recommended copy and images, and more (which are free to access), to help link your social media and website with the wider #ShakenNotBroken community.

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As we navigate through this difficult time, we are pleased to announce we will now be shaking up [insert drink(s)] for pick up, or delivery to the people of [insert suburb/s].

We are joining the #ShakenNotBroken movement…

We’re resilient, we’re strong, and together we will get through this. We’re #ShakenNotBroken.

Looking forward to having a drink with you at the bar one day in the future...until then, join us in a virtual cheers!

Order your [insert drink] at [insert link to your website or HungryHungry]

SAMPLE SOCIAL MEDIA POST

Campari

HungryHungry

Other Be sure you add your venue’s handles and tags to posts too.

#ShakenNotBroken

@camparigroupau

@camparigroupaustralia

#savehospo

@hungryhungry._

@HungryHungrydotcom

SOCIAL MEDIA TAGS

SHARE INITIATIVE

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Here at [insert venue name] , like many local businesses, we have been impacted by the essential restrictions placed on our industry due to COVID-19 and the effects this has had on our bartenders, patrons and the entire hospitality community across Australia.

But one thing is for sure – we’re resilient, we’re strong, and together we will get through this. We’re Shaken Not Broken.

We are happy to announce from [insert date] we will now be shaking up [insert drink(s)] and serving it to the people of [insert suburb] for delivery or pickup as part of our collaboration with Campari Australia.

Join us for a cheers! Simply order your favourite mix at [insert link to your HungryHungry site]

SAMPLE WEBSITE COPY

Please find sample assets which you are able to download and use if needed

SAMPLE ASSETS

SHARE INITIATIVE

Download

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If you’d rather capture the assets yourself, we’ve developed tips on

how to capture great cocktail images

CREATE ASSETS

1010 CREATE ASSETS

You probably know your brand better than anyone else. You may also be very well-versed in marketing. However, if you would like some tips on producing assets, here are a few ideas on how to capture the best* cocktail images possible. These images, most importantly, are to share your great offering across your social channels and list them on HungryHungry!

*Everything is possible to be shot on a phone, no need for fancy cameras unless you have one already.

1. Be clear on the concept

Perhaps the drink is visually amazing – it’s on fire, or has a fantastic garnish, or is in a great glass – or maybe all three! In which case, get up close. Fill the frame with what’s cool. On the other hand, if the drink is less flashy, zoom out a bit and capture why you think this drink is worth commemorating. Does your bar look great? Capture a bit of the bar background in your photo. Amazing bartender? Immortalise them alongside their work. Every photo should showcase the reason you took it.

2. All about the background and product

Background props are also important – for example, bottles and bartending tools all help to create a mood. Also think about how you’re presenting your drink, is the glass clean with no fingerprints and does it look the best it can? Look for any dust, scratches, or blemishes that might show up in the final shot.

3. Lighting lighting lighting!

Set a light source or window directly behind the drink. This will help illuminate the contents of the glass. Just be sure the camera is not set up directly in line with the light source.

4. Some other handy tips

When photographing cocktails, it helps to put the glasses in the freezer before the shoot. Herbs and fruit in cocktail photos should always be as fresh as possible, but if the herbs don’t look so fresh, you can put them in cold water before starting.

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If you’d like to amplify your involvement in the initiative and to show your cocktails are available for purchase via HungryHungry,

Campari Australia curated a list of tips on how venues can get the most

out of their digital voice and via a local press release, to help get the

word out there.

AMPLIFY THE MESSAGE

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Tips to amplify via social posts

WRITING THE COPY

IMAGERY

PLATFORMS

Personalise and bring emotion to the copy of your posts. Tell the story of your venue and the impact that COVID-19 has had on your staff and the future of the venue

Try to use square or portrait images as these are more engaging on mobile devices

Increase viewability by sharing posts across multiple platforms and formats (Facebook, Instagram, Instagram Stories)

Use the #ShakenNotBroken hashtag for discoverability

Include images of the drink so consumers can visualise what they are ordering

Geotag/location tag your posts for discoverability

Include images of staff so consumers can build connections

Include a call to action and link to HungryHungry/your website

Make sure the images are high-resolution and engaging

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If you’d like to reach out to some of the local publications in your area, we’ve developed a press template you can use to share the news with

your local newspaper.

PRESS RELEASE TEMPLATE

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[Insert suburb and date of distribution]: [insert suburb] bar/restaurant [insert venue] has launched a local initiative to mix, pack and deliver cocktails and signature drinks for patrons at-home, as part the #ShakenNotBroken movement.

The Shaken Not Broken initiative is a collaboration between Campari Australia and venues across the country, including our own neighbourhood local [insert venue]. The joint venture will help [insert venue] keep connected with the community through a contactless cocktail and drinks pick-up or delivery service. [insert suburb] residents (over 18s) simply need to head to the website here [insert link] and order drinks from their favourite local.

[Insert background about your venue: share some information about your venue, your brand story, your signature drinks, your connection with the community; share your hopes for the Shaken Not Broken initiative and hopes for the future]

[Insert quote from venue owner or bartender: share how the initiative will help your venue respond to the crisis; share details of your favourite drinks to make and serve]

SAMPLE PRESS RELEASE BODY

[Insert venue name] launches contactless cocktail delivery service to keep our [insert suburb] community connected

[Insert full name and title] of [insert venue] from [insert suburb] said, “We miss the friendly faces of our locals and one day in the future, we look forward to having a chat at the bar! Until then, we are excited to be a part of the #ShakenNotBroken movement. The initiative is giving us the tools to be agile and adaptable so we can keep serving our friends and regulars at home. We appreciate your support and we’re looking forward to serving you a [insert drink] soon.

“The hospitality industry has undoubtedly been shaken by the restrictions imposed on venues, however we remain as resilient as ever and connected to our [insert suburb] community.”

Head to the [insert venue website] for more information on how you can support your local.

SAMPLE HEADLINE

SAMPLE QUOTE

PRESS RELEASE TEMPLATE

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If you’d like to improve the discoverability of your venue online, we’ve put together a best practice

guide with some tips on how you can optimise and improve your website’s

ranking on Google.

SEARCH ENGINE OPTIMISATION

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SEO is an essential part of your marketing strategy as this is how Google ranks your site for search terms. The better SEO practices you follow, the better search ranking you will receive and in return this results in more organic traffic to your website.

The following guide will take you through the fundamental SEO checkpoints for your website.

ON-PAGE BEST PRACTICES

SEARCH ENGINE OPTIMISATION

All SEO settings can usually be found under the SEO section of

your CMS Platform.

1. Title tags (Can be updated in most CMS’s under Page Title)

The title tag tells search engines what your page is about and that the page on your website is relevant for that keyword or keyword phrase you are targeting.

[primary keyword] – [secondary keyword] | [brand name & location]

Example: Cocktail Delivery – ShakenNotBroken | Jims Bar Glebe

BEST PRACTICES

Use a dash in between your keyword phrases and a pipe at the end before your brand name

Keep title tags at 57 characters or less in length, this includes spaces

Title tags should be unique for every page, this stops pages competing for the same keyword/phrase

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2. Meta descriptions (in your CMS this will be titled meta description on the new page you created)

Example: Order now, we will be delivering cocktails to the people of Glebe for delivery or pickup as part of our collaboration with Campari Australia to support the hospitality industry.

3. Header tags (updated in the body copy, title)

A header tag, also known as an H1 tag (The title at top of your page). You should only use your keyword phrase once in the H1 tag.

Example of an H1 tag being optimised for ‘Cocktail Delivery’ & ‘Glebe’: Here at Jims Bar, we are now doing cocktail delivery to patrons around Glebe and surrounding areas in partnership with Campari.

BEST PRACTICES

BEST PRACTICES

Write compelling meta descriptions

Use your keyword phrase once in your H1 tag

165 to 180 characters is the recommended length

Use H1 tags on pages you are trying to drive unique traffic to the landing page

Do not use quotes or any non-alpha characters, Google removes them from the description.

Use H2 tags if there are multiple sections

META DESCRIPTION

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4. Internal page linking with keyword text (hyperlink the text)

If possible. mention the campaign on your homepage with the keywords linked to your campaign/order page ‘Cocktail Delivery’ and ‘ShakenNotBroken’

5. Image ALT tags and filenames

All images should use appropriate alt tags. Not only are alt tags good for search engines; they are also good for accessibility. If someone is using a screen reader, they will be able to hear what that image is.

Example: Delicious strawberry daiquiri for delivery in Glebe area #ShakenNotBroken

BEST PRACTICES

Name all of your images in a way that describes what they are

Use dashes between the words, rather than underscores (strawberry-daiquiri.jpg rather than strawberry_ daiquiri.jpg)

Do not use non-alpha characters in your image or file names (%, &, $, etc.)

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