As a brand whose purpose is to inspire the community through the art of baking, we’ve spent the last six months working alongside Brumby’s to help define their purpose and brand DNA, embarking on a new chapter to tell their story through content.
As part of the brand story we launched Weekends are Better with Brumby’s – a content series that celebrated little things that make weekends better. We evolved this across social with recipes, weekend inspiration and a competition that allowed fans to share what makes their weekends better for the chance to win a $5000 Flight Centre getaway.
To further hone and develop Brumby’s brand purpose and to maintain the momentum of the #homestylewithlove platform, we’ve launched a second content series – Christmas is Better with Brumby’s – that will play out in the lead up to Christmas. A festive campaign, Christmas with Brumby’s features hero videos, GIFs and stills that highlight the simple things that make Christmas special, and again, offers fans the chance to win a dream $5000 getaway with The Flight Centre.
The competition mechanic has created true advocacy for the brand and the user-generated content that has been produced has seen followers regularly come back for each campaign.
Have a look at our Christmas with Brumby’s videos here.