Baskin-Robbins serves up ‘Dinner Your Dessert’ campaign via Brisbane agency Type + Pixel
Baskin-Robbins is turning dinner on its head with the launch of its ‘Dinner Your Dessert’ range, a playful campaign created by digital-first brand agency Type + Pixel, that reimagines classic dinner-time staples as indulgent frozen treats.
The campaign is designed to drive buzz across earned media, premium digital placements, and performance-driven social media, with influencer collaborations set to roll out in the coming weeks.
Type + Pixel led the campaign’s creative development, crafting a visually striking concept inspired by the viral “real or fake” trend. The creative leans into an American diner aesthetic but with a modern twist, blending nostalgic fast-food tropes—like greaseproof paper and stickered packaging—with Asian-inspired typography and moody ‘after dark’ lighting for a contemporary edge.
Says Darren Walls, Founder at Type + Pixel: “The ‘Dinner Your Dessert’ concept naturally led us into an American diner-style territory, but we wanted our creative to feel fresh and unexpected. We combined familiar design cues with a more modern aesthetic to ensure the campaign felt both nostalgic and new.”
To bring the campaign to life, Baskin-Robbins is running a high-impact digital and social push, supported by a Brisbane CBD activation, where passersby will get the chance to “catch a free dessert” to celebrate the launch.
With bold visuals, playful messaging, and a social-first strategy, the campaign aims to drive engagement among Gen Z and Millennials, tapping into their appetite for shareable, trend-driven experiences.
The ‘Dinner Your Dessert’ range is available at Baskin-Robbins stores nationwide for a limited time.
Client: Baskin-Robbins
Campaign Creative: Type + Pixel
Activation: Because
PR & Influencer Engagement: alt/shift/
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