Reintroducing Brumby’s highly successful Back to School campaign, designed to engage customers and create a buzz around the brand.
For the fourth consecutive year, this strategic initiative featured an enticing promotion wherein customers received a complementary lunch bag upon spending $15 or more in-store. What made these lunch bags truly remarkable was their exclusive design, meticulously crafted by talented young artists who emerged victorious in Brumby’s lunch bag design competition.
This unique collaboration not only fostered a sense of community involvement but also reinforced the Brumby’s brand come lunchtime for Mums, Dads and Children across the country.
This back-to-school, Brumby’s also joined forces with renowned entertainment powerhouse, Sony, to coincide with the release of the eagerly anticipated film, Lyle Lyle Crocodile. Leveraging this association, Brumby’s unveiled an exclusive piece of co-branded merchandise, created to resonate with fans of the beloved character. The centerpiece of this collaboration was a specially curated lunch bag adorned with the endearing image of Lyle Lyle Crocodile himself, captivating the hearts of young and old alike. To further enhance the experience, Brumby’s introduced the Lyle Lyle Crocodile Finger Bun, an irresistibly delectable treat that encapsulated the essence of the iconic character.
The campaign was supported by a strong multi channelled marketing mix including targeted social media ads, influencer collaborations, Google display advertising and national radio advertising to name a few. Once again Brumby’s Back to School campaign proved to be a success and showed further growth on the previous year in same store sales, customer count and average transaction value. By synergizing the brand with the much-loved Lyle Lyle Crocodile, Brumby’s have not only elevated the lunchtime experience but also solidified its position as an innovative industry leader.