Brancourt Dairy, one of Australia’s oldest family-owned dairy food companies approached Mela Creative to market Brancourts Sweetened Condensed Milk in a squeeze pack to the retail sector. Mela Creative developed the “A New Twist on an Old Classic” marketing strategy to promote the innovative packaging for a pantry staple traditionally only available in a tin.
The cornerstone of the strategy was beautiful, enticing food photography from new, on-trend recipes using sweetened condensed milk to be used for point of sale marketing, a recipe blog and both print and social media advertising.
We engaged the services of a professional food stylist and recipe writer to create a collection of mouth-watering recipes such as, Spiced Chai Smoothie and Chia Breakfast Pots, exclusively for Brancourt Dairy.
To promote the new marketing plan on the existing packaging, we designed neck tags to both draw attention to the new product and showcase the new recipes on the recipe blog brancourtdairyrecipes.com.au.
Mela developed the hashtags #binthetin and #makebakepourstore to focus on the benefits of the product’s unique offering in the condensed milk sector – a resealable, easy to pour squeeze pack. The 3-month print media campaign was a series of full-page advertisements in Recipes+ magazine including 4 new recipes featuring the product. Mela Creative devised the creative and scheduling for a 3-month social media campaign on facebook and instagram to run alongside the print advertising.
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