Maggie as everyone knows is a culinary icon in Australia. At the time of the ice cream launch she was well known in the Foodie scene and becoming more known in the mainstream. However people weren’t linking Maggie Beer the brand with Maggie Beer the person so to us it was obvious we needed to get her face out there.
From QANTAS to retail
After several highly successful years servicing QANTAS Business and First Class, Maggie Beer and her team developed the range of ice creams for general retail and launched it in late 2007. The ice cream range has been a big hit with customers and has greatly helped the growth of Maggie Beer Products across Australia.
Coffin freezer dividers, wobblers, vertical call outs and vertical banners were all used to promote Maggie, her face, her signature, fresh ingredients, and the tag line finally, ice cream for grown ups which was the cornerstone of the launch and remains central to the marketing four years later.
The launch was regarded by industry as one of the most successful of its kind for a small boutique brand that did not have the budget of a multi-national.
Print Marketing
In addition to all printed point of sale, trade presenters were prepared with product information suitable for industry distribution. An sales-based incentive competition for supermarket buyers was introduced, with iPods, digital cameras and other great prizes offered to get the product moving.
WHAT, YOU HAVEN’T TRIED THEM?
If you haven’t already, do yourself a favour and find a shop that sells them and buy a tub. Serious ice cream.