Bodalla Dairy

For most farmers, having a distribution channel via Australia’s largest supermarket chain, will have a major impact on their business. With Bodalla already stocked in select Coles and Harris Farms, Woolworths was the missing distribution point. Our role was to increase brand awareness and sales, while Bodalla was on trial in Sydney’s Crows Nest Woolworths.

The trial was make or break. Sell lots, and Bodalla will be a permanent fixture in Woolworths’ fridges and cheese rooms throughout NSW and Australia!

Bodalla approached pepperit to help with a hyperlocal marketing campaign, targeting those who would shop at Crows Nest Woolworths. Put simply, build huge brand awareness and let locals know where to find this delicious cheese.

The yard stick was to exceed sales targets for three of their Australian bush-inspired cheddars: Outback Saltbush, Pepperberry and Smoked Gumleaf.

Due to covid, in store tastings were off the menu, and we needed to reach the hyper local community fast. A social media advertising campaign was the strategy for targeting as many potential shoppers as possible, within a small radius of Woolworths Crows Nest. Facebook and Instagram social media paid advertising provided this opportunity.

The key challenge was how do you stand out in a large two storey supermarket with hundreds of thousands of products. As part of the campaign strategy, we quickly realised we needed a way for customers to find the product. We turned this challenge into the campaign slogan. “look for the gum leaves.” Gum leaves were present on the cheese packaging, as well as placed under the product in the Cheese Room. This ensured our online messaging aligned with instore visual merchandising.

The point of difference from many of the other large cheese producers, is being family owned. We wanted the Crows Nest Community to know, that when they spent their hard earnt dollars on premium cheese, it was a local Australian family and community who benefited.

To get the attention of the locals, our social media ads campaign:

• Focused on family, with three generations all included in images and video content.
• Promoted the rich history of Bodalla to Australians.
• Focused on the farm, the products and their provenance.
• Promoted that cheese can be used in cooking, as well as when entertaining. This broadened the need and increased the amounts purchased.
• Had fun with some humour. Our cheese puns warmed up the audience, building affirmation with the brand and its products. Then the call-to-action kicked into gear.
  

While the cheese pun memes were initially intended to just warm up the audience, the memes became some of the most engaging pieces of content.

The cheese memes gave the target audience a sense of familiarity and connection with the brand. They were instantly shareable, with many tagging friends and family to share the fun. The sharing and engagement increased reach and impressions, building a warm audience that would be more receptive to the key messaging to come. Many asking, “where can I buy your cheese?” With requests coming from Kiama, Coffs Harbour and the Blue Mountains.

Our advertising on Facebook and Instagram comprised of a range of ad formats and styles:

• Static advertisements
• Video content
• Carousels
• Stories

As a free value-add to customers who shopped in the Cheese Room at Crows Nest Woolworths, we designed a recipe card for distribution. It strengthened the branding message and promoted the benefit of purchasing a premium cheese that wasn’t just for entertaining.

Five distinct ad groups were set up, each having unique objectives. From reaching as many in the Crows Nest area as possible, to optimising content for engagement. The client was delighted that we exceed the goals set for impressions, reach and engagement.

• We saw the most impressions from our Facebook and Instagram stories.
• We obtained the highest reach from the carousel ads.
• Our cheese puns generated the most reactions and shares, hitting our engagement goals.

Our happiest moment was when we were told the trial was a success! Bodalla Dairy cheese is now available in Woolworths stores as a permanent fixture!

Sales during the trial exceeded expectations. While sales were vitally important, a Woolworths buyer saw the social content and even chuckled at the memes. This was enough for them to know that Bodalla Dairy was committed to success.

• Social media advertising strategy
• Social media advertising management
• Graphic design (digital & print)