Despite being dropped by all her sponsors, the publicity created by Nadia Bartel for Kmart following her use of their $3 plate in recreational applications has prompted other kitchenware companies to partner with street hustlers in an effort to better promote their products.
After her best friend Ellie Pearson uploaded a video to Instagram featuring the ex-wife of Geelong champion Jimmy Bartel, internet users were quick to identify the plate as a nifty $3 pickup from Kmart.
As the plate went viral, even issuing a remorseful apology for appearing in a video with Bartel, similar plates instantly sold out at Kmarts across the country. Keen to get in on the action for newfound uses of plates, Paddy’s Kitchen Wares has launched a new promotional campaign in a bid to replicate Bartel’s viral success.
“With Nadia solving world problems through her work as a social influencer with 200 million followers, it’s only a matter of time until the world copies her and everything she does,” said Paddy’s Marketing Manager, Hugh Honey.
“To capture as much of this audience as we can, we went down to the ghetto and partnered with a bunch of locals. For every product they sell, Paddy’s will pay 10% as long as they hand out one of our plates to each customer.
“Effectively, every customer will be getting a 10% discount and free plate. This will get Paddy’s plates in homes across the country as more Nadia fans post their own videos, emulating their idol.”
With news of Bartel’s video going viral, rumours have begun circulating of acclaimed TV show The Wire potentially returning for a sixth season under the working title The Wire: Getting screwed by WAGS.
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