Bega Cream Cheese scores touchdown with new out of home campaign via Thinkerbell
February 13 2023, 10:42 am | | 26 Comments
Bega Cream Cheese first hit supermarket shelves across the nation in January. And now, Bega Cream Cheese has officially scored a touchdown after revealing its latest out of home advertising creative via Thinkerbell.
Why? Because while Philadelphia will be busy playing football in America, Bega is still making delicious cream cheese for the nation.
Says Matt Gray, general manager – marketing, Bega Foods: “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.”
Made with fresh milk and cream sourced from local Australian farms, Bega Cream Cheese is being produced at Bega’s iconic Port Melbourne and Strathmerton sites, using the spreadable product making expertise from the same team that produces Vegemite.
Client: Bega
Creative Agency: Thinkerbell
Media Agency: Starcom
Media Partner: oOh!
26 Comments
Did someone skip the OOH class in award school? The one about 6 words or less?
I very much doubt the target audience will get this or care.
It’s not compulsory to PR everything
How many Aussies care or even know enough about American football to know that the Philly Eagles are in the final.
And even for the 3 American expats who do know, it’s not like Philly Eagles have anything whatsoever to do with the cream cheese.
So very stupid.
Will do literally anything
this blows
Blow some kisses instead, bro x
Cream cheese eaters will get it. Funny.
When I think of American football I always think of Cream cheese. I’m surprised they need to tell anybody that
“PHILADELPIA cream cheese is proudly crafted in South Australia from Australian sourced fresh milk and cream.”
about time someone updated this site, when was the last time we saw Icings on the shelf of garden herbs.
Not sure why Bega really needed contextual OOH connecting it to the Superbowl…? Feels like a very random brand alignment
people could think this is good. Massive L (the football is bigger than the product lol)
Bravo for seeing the opportunity and getting something up so fast, very much an achievement. Unfortunately a single billboard and headline isn’t enough to clearly explain all the layers in the explanation and strategy
the rationale for this… where is the strategy? Both for the client but importantly the agency.
Do we still use whilst?
IS BETTER THAN THE AD
What is all the white stuff behind the copy?
Philadelphia also makes their cheese in Australia, whilst Philadelphia are busy playing football in America
The name of the rival is bigger and more prominent than that of the client
‘Guys, guys, Philadelphia is the name of Bega’s cream cheese rival. But an American football team with the same name (and in no way related whatsoever) are playing in the Superbowl. Let’s make a fun ad playing off this weak connection for the minuscule demographic of cream cheese buyers who also have a basic knowledge of American football.’
Doesn’t mean you should.
….made me smile. Get off your high horses.
A long bow.
There’s an idea hiding in here somewhere but yeah, this aint it guys.
Just when you thought the nightmare was over.