The art of food

A CREATIVE cross-promotional arrangement has proved that food and art are tailor made for each other.

Handzon Theatre company sought support from three distinct businesses to work with the Lunchtime Theatre program at the Perth Town Hall.

Western Power, New Norcia Natural Bread and Campbell’s Soup provided mugs, bread and soup for the popular lunchtime performances.

With performances costing just $5.50 a ticket, Lunchtime Theatre plays a valuable role in developing new audiences for the theatre in Perth.

Handzon Theatre Company member Irene Jarzabek said the idea came from a similar lunchtime program that ran in Melbourne.

“In the first year I got funding from Artrage and I approached Lindsay (from New Norcia Natural Bread) and he said ‘yes’, and then I approached Campbell’s, Ms Jarzabek said. “I think we’ve done more for Campbell’s Soup than Andy Warhol.”

In the past two years Western Power has increased its support to include a financial contribution.

“The cross-promotion has provided a great opportunity for people to try the soup and bread and get a good healthy lunch, Ms Jarzabek said.

“It’s a good way to get people to visit the theatre – entice them with food.”

Campbell’s Soup has been involved with the Lunchtime Theatre program for about five years and has provided a unique opportunity to promote new products.

“It’s a good opportunity to drive the trial of our product a bit like sampling,” Campbell’s Soup state account manager Mal Karmelich said.

“The market it draws (the theatre) is the target market for our premium brands

“Handzon has been pro-active in seeking us out and obviously we’ve seen it as a good opportunity … and it’s giving something back to the community.”

Western Power works to spread its sponsorship across a number of different community groups in WA.

Handzon’s lunchtime theatre program provided an interesting opportunity for Western Power to gain valuable brand exposure on the soup mugs it supplied. The mugs brandished with the Western Power logo provided simple yet effective exposure and were included in stories about the success of the program in the media

“They get good audiences and we get promoted well through the mugs, signage, leaflets and media releases, Western Power corporate affairs manager Lorraine Butler said.

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