Faced with lockdowns, cash-strapped consumers and a COVID-sized hole in their summer campaign budget, Baskins needed a low-risk, high ROI strategy to put them front-of-mind with customers.
So we asked ourselves: what is it, really, that customers know and love Baskins for? The answer was flavours. We decided to lean into BR’s flavourful heritage in a big way – and remind customers why they fell in love with them in the first place.
Flavour Slam is an interactive digital experience that inspires consumers to experiment with new flavours and revisit their old favourites. Via the site, customers could create their own ice cream flavour for the chance to win free ice cream for life. The experience was supported by paid and owned digital which focused on fans’ bizarre flavour creations. Over 8 weeks, 117K+ Aussies competed to create, name and vote for their Flavour Slams, helping grow YOY sales by 25%.
