Brancourts Retail Campaign
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” retail campaign. The cornerstone of the strategy was beautiful, enticing food photography from new, on-trend recipes to be used for point of sale marketing, a recipe blog and both print and social media advertising.
To promote the new campaign on the existing packaging, we designed neck tags to both draw attention to the new product and showcase the new recipes from the recipe blog. Mela developed the hashtags #binthetin and #makebakepourstore to focus on the benefits of the product’s unique offering – a resealable, easy to pour squeeze pack. The 3-month print and digital media campaign included magazine ads and a social media campaign on Facebook and Instagram.