BASKIN-ROBBINS (BR) Australia’s winter campaign, Stranger Things are happening at Baskin-Robbins has been recognised as an ABA100 Winner for Marketing Excellence [MXA] in The Australian Business Awards 2020.
The campaign, which marked BR Australia’s master licensee, Palm Oasis Ventures’ first home-delivery focused campaign, also helped pave the way for BR to be ready to optimise deliveries as the COVID-19 pandemic began in early 2020.
The campaign involved BR Australia partnering with Netflix to launch Stranger Things’ third season and working with agency partners, Type + Pixel and Foxed Glove, to turn ‘sci-fi fans’ into ‘ice cream fans’ across a new millennial and generation Z (Gen Z) demographic.
Products were sold instore at BR Australia locations and via a world-first ‘Scoops Ahoy’ virtual restaurant – which is a homage to the name of the ice cream parlour in the series – with ice cream delivered by Uber Eats.
BR Australia national marketing manager Julian Casa said accolades for the campaign highlighted the company’s efforts in reinvigorating the brand in recent years.
BR was also named the ABA100 MXA winner in 2019 for its Creature Creations campaign.
“Being awarded the MXA in The Australian Business Awards for two years in a row is wonderful recognition of the efforts and investment we’ve made to elevate the brand through product innovation and delivery,” Mr Casa said.
Along with massive engagement across BR Australia’s digital platforms, the franchise’s delivery channel experienced a 22.6 percent increase during the three-month Stranger Things campaign.
BR Australia general manager Ben Flintoff said maximising BR’s delivery channels through the campaign paved the way for BR to continue trading during the COVID-19 pandemic.
“The 2019 Stranger Things campaign allowed us to optimise our delivery channel which became incredibly useful this year when many guest experiences moved to home delivery,” Mr Flintoff said.
“Despite some early setbacks in April with the onset of local Queensland restrictions, we have been privileged to successfully drive positive comparable sales growth for the brand this year to date. This has been an excellent result for the brand and for our valuable and hardworking franchise partners.”
The recognition of the Stranger Things campaign continues with BR Australia’s agency partner, Type + Pixel shortlisted for Best Digital Campaign for the B&T Awards 2020.