Beyond pineapple cakes and festive souvenirs, SunnyHills wanted to keep extending links between products such as Apple Cake and Hill Banana (山丘芭娜娜) and everyday dessert situations. Through a 2024 year-round strategic PR retainer, VOCAL MIDDLE built a steady brand-communication rhythm with monthly market observation, product and festive topics, media segmentation, and interview content; over the year it accumulated more than 550 media placements and over NT$94 million in PR Value.
SunnyHills is built on Taiwanese fruit desserts, and market perception has long been closely tied to pineapple cakes, souvenirs, and festive gifts. The 2024 retainer aimed to continue the existing brand positioning while giving more communication weight to products such as Apple Cake and Hill Banana, extending the contexts of use for brand content through everyday situations such as afternoon tea, sharing, and table pairings. The project’s objective was to maintain steady exposure through year-round agenda planning, media relations, and trend observation, gradually accumulating public content that extends from festive gifts to everyday desserts.
The fruit-dessert and souvenir market is crowded with brands, products, and seasonal topics. Media tend to concentrate gift-box coverage before festivals, and outside festive periods clearer product features and lifestyle situations are needed to form content. SunnyHills’ existing pineapple-cake and gift-giving image is highly recognisable, so communications had to raise the visibility of other fruit desserts and everyday eating situations while preserving the brand’s core. The project therefore needed a year-round rhythm to manage different products, festivals, and media themes, avoiding fragmented waves of content, and could not infer from exposure figures alone that consumer behaviour had changed.
Link festivals and everyday life through a year-round agenda rhythm
The team arranged the communication rhythm around product launches, festive periods, and everyday situations that could be extended. Pineapple cakes, Apple Cake, Hill Banana, and limited-edition collaborations each kept their own product focus, and content such as afternoon tea, sharing, and table pairings added brand narratives usable outside festivals.
Design different content entry points by media characteristics
While maintaining relations with lifestyle and food media, the team kept watching content formats on different platforms, adjusting materials such as product information, festive selections, brand stories, and personal interviews to each outlet’s audience. Audience segmentation let several topics within the same year be presented in language suited to each platform.
Support monthly agenda planning with market observation
Each month the team took stock of market topics, festive needs, and similar content, using it as the basis for planning the next wave of topics and media materials. The team developed content from publicly disclosable product facts and brand context, and avoided using unverified market trends or consumer behaviour as outcome claims.
In 2024 the case accumulated more than 550 media placements and, through press releases, reciprocal media unboxings, and personal interviews, created over NT$94 million in PR Value. Public content covered topics such as Mid-Autumn gift boxes, the Ping-An Fortune Apple Cake (平安福蘋果酥), Hill Banana, brand management, and Taiwanese fruit, leaving the brand a fuller media record across festive products, everyday desserts, and corporate figures. These results support the accumulation of year-round media visibility and content assets; because no sales or consumer-behaviour data were provided, “becoming part of everyday life” is not described as a confirmed market result.
1.Why did SunnyHills undertake an annual strategic PR retainer?
Beyond pineapple cakes and festive souvenirs, SunnyHills wanted to strengthen links between products such as Apple Cake and Hill Banana and everyday dessert situations. An annual retainer let the brand keep planning content around products, festivals, and market topics instead of short-term exposure in a single season.
2.What strategy and services did VOCAL MIDDLE provide in this case?
VOCAL MIDDLE handled annual PR strategy, monthly market observation, planning of product and festive topics, press releases, media relations, reciprocal unboxings, and personal interviews. The team adjusted materials to each outlet’s content characteristics while keeping the brand message consistent through the year.
3.How did this case handle the two communication needs of festive gift-giving and everyday desserts?
The project kept product information for gift-giving periods such as Mid-Autumn and New Year, and also developed afternoon-tea, sharing, and table-pairing situations around items such as Apple Cake and Hill Banana. Both types of content connect to SunnyHills’ positioning as a Taiwanese fruit-dessert brand, letting the brand’s existing recognition and new usage situations run in parallel.
4.What verifiable outcomes did this case produce?
According to the Case Owner’s confirmation and the original case records, the case accumulated more than 550 media placements in 2024 and, through press releases, reciprocal media unboxings, and personal interviews, created over NT$94 million in PR Value. Because there are no sales or consumer-behaviour data, the case does not infer from media results that everyday purchasing habits have changed.
5.How does this case relate to AI PR?
This case organised the year’s products, festivals, brand stories, personal interviews, and outcome figures into continuous, searchable public content, so that people and AI looking up SunnyHills can understand, beyond souvenirs, its Taiwanese fruit desserts, different products, and brand management context. The connection lies in accumulating an IMAGE Asset through long-term, consistent, and traceable content; this case did not use changes in AI citation or recommendation as a performance indicator.
