Bodalla, a gorgeous town on the NSW South Coast, has long been known as a milk and cheese town. Our client Bodalla Dairy has been operating as a family business since 1989, lovingly nurturing locals and visitors alike with their delicious dairy products.
Famous in their region, the main challenge Bodalla Dairy has is keeping up with demand from locals and passers-by. However, to grow the brand recognition outside of the NSW South Coast, the Bodalla team have worked with supermarket giants Coles, and more recently, Woolworths, to bring their cheddary goodness to the masses, especially in the Sydney basin.
Bodalla Dairy was given fridge space in the Woolworths store in Sydney’s Crows Nest for a trial period. They approached pepperit to help with the local marketing strategy required to meet revenue targets and increase the brand’s distribution throughout additional parts of the Woolworths network.
We were to meet an overall sales target for three of their Australian bush-inspired cheddars: Outback Saltbush, Pepperberry and Smoked Gumleaf.
A great product is but one of the steps to a winning marketing mix. An unknown brand must still make its presence known through some form of promotion as well.
What a tasty project to sink our figurative and literal teeth into! Convincing shoppers to buy a premium cheese is made a great deal easier when it is genuinely so delicious. However, a great product is but one of the steps to a winning marketing mix. An unknown brand must still make its presence known through some form of promotion as well.
At its heart, this was a brand awareness campaign, directly speaking to the locals who live and work in the area. We needed to communicate the points of difference between this product and other dairy brands.
Brimming with incredible content (luscious farm, family and food shots!), pepper set about creating a social media advertising campaign that would hit the following elements:
To find ways to quickly convey our message to the audience and to tie it in with the in-store experience, we created a range of campaign lines to use in the creative. Key messaging included:
This messaging validated a consumer’s desire to purchase artisan cheese, and more importantly, helped busy shoppers quickly identify the new brand in-store.
The target audience felt a connection with the Bodalla brand, and would find the content shareable for its humorous tone.
Sweet dreams are made of cheese. We also had some pun fun, trying to create a handful of memes that could be used to warm up the audience to be more receptive to additional ads as they were served. The target audience felt a connection with the Bodalla brand, and would find the content shareable for its humorous tone.
Our advertising on Facebook and Instagram comprised of a range of ad formats and styles:
The Bodalla Dairy team have spent time developing delicious recipes to use their cheddar in a variety of ways. As a free value-add to customers who shopped in the Cheese Room at Crows Nest Woolworths, we also designed a recipe card for distribution. It strengthened the branding message, promoted the benefit of purchasing the cheese and reiterated the campaign key message of looking for the gum leaves.
The five ad groups were set up for unique objectives, from reaching as many of the audience as possible, to optimising content for engagement.
We were delighted to have exceeded our goals for each of the ad groups. Better still, the Bodalla team were also happy with the generation of new business.
As expected, of the five ads, we saw the most impressions from our stories, we obtained the highest reach from the carousel ads, and our memes generated the most reactions and shares, hitting our engagement goal.