Bega Group has launched an experiential campaign for the debut of Whipped Peanut Butter.
The national campaign is a collaboration between Bega Group, The Mark Agency and Starcom Australia, combining brand storytelling, integrated media and immersive activations.
"We wanted to launch Whipped Peanut Butter with a sense of lightness that cuts through the clutter," said Matt Gray, head of marketing at Bega Group.
The Cloud Café pop-up at Melbourne's Federation Square from September 19-21 offered consumers the opportunity to sample Whipped Peanut Butter.
The Mark Agency led creative strategy, experience design and digital platform development, continuing its partnership with Bega Group across brands including Dairy Farmers, Farmers Union Iced Coffee, Pura and Zooper Dooper.
"The category is saturated with sameness and Bega Whipped Peanut Butter has disrupted the category," said Phil Trenbath, partner at The Mark Agency.
"We partnered with Starcom Australia and Bega to bring that same level of disruption to Federation Square in the form of the Whipped Cloud Café."
The activation is supported by an integrated campaign including nationwide influencer sampling, a recipe hub and microsite, radio and digital and out-of-home advertising to drive awareness and foot traffic.
"Whipped is a textural disruptor, so our media needed to reflect that same energy," said Marcus Morris, client service director at Starcom Australia.
"From high-impact out-of-home near the café to scroll-stopping creator content, we've built a plan that surrounds consumers in cloud-like softness across screens and in the streets."
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