Chelsea Sugar Experiences and Engagement


Chelsea Sugar is an iconic New Zealand brand, and the factory in Auckland is a long standing landmark on the Waitemata Harbour. Chelsea Sugar recently developed the outstanding Chelsea Bay Visitor and Food Education Centre, offering tours of the factory. The developments also offer a wonderful baking school and accompanying bakery and eatery. Partnering with Edmonds, these two iconic New Zealand brands have joined forces with the purpose of encouraging New Zealanders and visitors to learn about where food comes from, and they are in the unique position to show visitors first hand what’s involved in the production process.
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The Brief

Chelsea Sugar came to AMS with an amazing task of helping them get younger New Zealander’s into baking, while leveraging their iconic and recently developed Chelsea Bay Visitor Centre. In partnership with Edmonds, Chelsea wanted to promote its provenance, help New Zealanders learn about food production as well as lift engagement with baking. The Goals: Expecting 60,000 visitors in 12 months, Chelsea approached AMS to produce a special memorabilia range that helps showcase Chelsea’s story but also be functional, the perfect accessory to baking, while taking a piece of their Chelsea Bay visitor experience with them.

The Solution

AMS worked closely with the Chelsea Sugar team to design and develop an amazing baking merchandise range. The range is both functional as well as appealing to the everyday NZ baker.
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We worked in partnership with AMS to develop a range of baking and visitor centre related merchandise. Their experience and insights were valuable in guiding us with final item selection. They sealed the deal with their quality concept presentations, nailing our brief first time. The result has been the range of merchandise supplied by AMS has been selling like hot cakes. The team are efficient, price competitive, friendly and professional.

Tracey McKay, Marketing Manager, NZ Sugar


Chelsea Sugar Tours opened to great fanfare on October 27th with over 14,000 items delivered by AMS. The time of this writing was 1st November 2018.
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Chelsea Sugar