Bega Cream Cheese, which only launched across Australia in January 2023, ambushed the NFL’s Big Game and competitor Kraft Food’s cream cheese behemoth Philadelphia with an opportunistic outdoor and social reason-to-believe campaign linking the Philadelphia Eagles to the Bega brand.
Developed with creative agency Thinkerbell, the Aussie OOH ambush played on the fact that the notorious passionate Philadelphia fans were busy obsessively supporting their Eagles in Super Bowl LVII.
The campaign’s hero billboard creative was dominated by a copy simply stating: “While Philadelphia will be busy playing football in America, Bega is still making delicious cream cheese for the nation.
The outdoor billboard was backed by Instagram led social media amplification.
“Bega is proud to have launched the nation’s only mainstream branded Aussie owned and made cream cheese range – and it is working hard to earn its place as Australia’s Cream Cheese,” explained Bega Foods Marketing Manager Matt Grey.
The campaign was developed for client Bega Foods by creative agency Thinkerbell, with media handled by Starcom and media partner oOh!
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Touchdown! Or should that be, it’s a ‘steal’, or a ‘turnover’?
One of the more amusing and opportunistic overseas Super Bowl ambushes, you’ve just got to admire the simplicity and the ability of any marketer who spots an opportunity to turn a competitor’s success into a weak point.
Just in case you were wondering…….Bega Cream Cheese is made with fresh milk and cream sourced from local Australian farms and produced at Bega sites in Port Melbourne and Strathmerton sites.
There are echoes here of the smart and savvy spreadable product advertising expertise so often illustrated by the same team of marketers who promote iconic Aussie brand Vegemite. Remember their epic, comic social spat with Unilever’s Marmite marketing team during the 2019 Ashes series.
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