Peters Ice Cream.
Peters Ice Cream.
Background
Background
From the bougee to the basic, Aussie Bakeries are big business with the average Aussie consuming 75.2 KG of bakery products per year, compared to NZ’s 45KG. To launch Maxibon’s new bakery range, we needed to do something that made history.
Our research uncovered that the craving for 'In Real Life' (IRL) experiences is pronounced, with 92.3% of Gen Z expressing a desire for such interactions.
This is a story of history in the baking with a campaign that lifted sales 124% ahead of target in its first three weeks.
From the bougee to the basic, Aussie Bakeries are big business with the average Aussie consuming 75.2 KG of bakery products per year, compared to NZ’s 45KG. To launch Maxibon’s new bakery range, we needed to do something that made history.
Our research uncovered that the craving for 'In Real Life' (IRL) experiences is pronounced, with 92.3% of Gen Z expressing a desire for such interactions.
This is a story of history in the baking with a campaign that lifted sales 124% ahead of target in its first three weeks.
The Idea & Results
The Idea & Results
Meet the Maxi-Bakery; The world’s first frozen bakery that’s as humble as any Aussie bakery, yet as in your face as going to see a concert or show. The catch, this immersive theatre experience is only open for three days!
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124% sales uplift of the new Bakery Range following the campaign
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124% sales uplift of the new Bakery Range following the campaign
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2.35M views on TikTok in 48 hours
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2.35M views on TikTok in 48 hours
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115 earned media hits.
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115 earned media hits.
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10,000 Maxibons given away
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10,000 Maxibons given away
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124% sales uplift of the new Bakery Range following the campaign
0.0+
2.35M views on TikTok in 48 hours
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115 earned media hits.
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10,000 Maxibons given away
Let’s talk.
Tell us about your brief or business challenge — brand, performance, creative, social, earned or search and LLMs. We'll wire it together for commercial magic.
Let’s talk.
Tell us about your brief or business challenge — brand, performance, creative, social, earned or search and LLMs. We'll wire it together for commercial magic.
Let’s talk.
Tell us about your brief or business challenge — brand, performance, creative, social, earned or search and LLMs. We'll wire it together for commercial magic.