MELBOURNE, JUNE 10, 2013 – To help Bulla Dairy get its new frozen yoghurt, Cloud 9, off to a great start, Grey Melbourne organized a social event known as #frozenintheclouds to herald the arrival of Cloud 9 in supermarkets.
The Grey team brought together some of Australia’s top food bloggers and worked with them to send tubs of premium yoghurt ingredients all the way into the stratosphere with the intention of letting them freeze and return to Earth as frozen yoghurt.
When the tubs landed they were rushed to the bloggers along with videos of their tubs’ journeys, along with flavor reviews and recipes.
The campaign helped Bulla enjoy a 6.4m potential reach, gaining 2.3m unique impressions. Additionally, over 30 percent of Cloud 9 sales were attributed to customers new to the category.
Visit the website here: http://cloud9frozenyoghurt.com.au/
Credits:
Executive Creative Director: Michael Knox
Creatives: Laura Petruccelli, Rohan Cooke, Sharon Condy, Josh Murrell
Producer: Josh Mullens
Production company: Will O Rourke
Business Director: D’arne Buckley
Strategist: Alice Atherton
Head of Broadcast: Sandi Gracin
Senior Account Manager: Catherine McDonald
Influencer Management: Pop Up Collective
