Staff Reporters
Jul 12, 2013

CASE STUDY: How Bulla Dairy Foods used Oz to sell ice cream in Oz

When the budget precluded the kind of campaign that would be necessary to create positive brand associations from scratch, Bulla Dairy Foods and The Bridge found the warm feelings they wanted in a classic Warner Bros movie-musical.

There's no place like a bowl of ice cream

Background

Working with Melbourne-based The Bridge to develop a campaign late last year for its Bulla Creamy Classics ice cream, Bulla Dairy Foods wanted to emphasise associations relating to comfort, relaxation and coming home.

The campaign was to be a low budget, low weight, short-lived campaign involving two four-week bursts. A familiar theme as over the decades budgets have dwindled, media has fragmented and marketers typically don’t have the same kind of...

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