Bega invites Aussies to snack on cloud nine in new Whipped Peanut Butter experiential campaign via The Mark Agency and Starcom Australia
Bega Group has launched a new experiential campaign in collaboration with The Mark Agency and Starcom Australia, to support the debut of Whipped Peanut Butter, bringing the brand’s lightest-ever innovation to life through a multi-sensory Cloud Café pop-up experience at Melbourne’s Federation Square.
The national campaign blends brand storytelling, integrated media, and immersive activations to shift the way Australians experience peanut butter.
The Cloud Café, launched over the weekend, offered consumers a chance to sample Whipped Peanut Butter in never-before-seen formats. From Cobb Lane Bakery’s whipped peanut butter and chocolate cookies and oozy choux buns, to dreamy cloud-shaped lounge spaces and influencer content zones. The activation brought Bega’s new product positioning — “light, fluffy and feel-good” — to life in a physical and digital context.
“We wanted to launch Whipped Peanut Butter with a sense of lightness that cuts through the clutter,” says Matt Gray, Head of Marketing at Bega Group. “The Whipped Cloud Café activation doesn’t just invite people to taste a new product — it gives them a chance to experience the brand mood: playful, comforting, and unexpected.”
The Mark Agency led creative strategy, experience design and digital platform development, continuing its growing partnership with Bega Group which includes work on Dairy Farmers, Farmers Union Iced Coffee, Pura and Zooper Dooper.
“The category is saturated with sameness and Bega Whipped Peanut Butter has disrupted the category. We partnered with Starcom Australia and Bega to bring that same level of disruption to Federation Square in the form of the Whipped Cloud Café,” says Phil Trenbath, Partner at The Mark Agency.
The three-day activation is supported by a fully integrated paid, earned and influencer strategy, featuring a nationwide influencer sampling drop, with recipes and texture-focused snack ideas; a ‘Whipped at Home’ recipe hub and microsite for broader engagement; and a layered radio, digital, and out-of-home campaign to amplify awareness and drive footfall.
The campaign leverages a research piece from Vibrant Insights, where Bega surveyed 1,000 young Australians (aged 18-44). The research found that 3 in 4 have noticed a trend toward ‘soft’ or ‘feel good’ aesthetics and content, and 9 in 10 agreed that preparing or enjoying food brings joy or creativity to their day.
“Whipped is a textural disruptor, so our media needed to reflect that same energy,” says Marcus Morris, Client Service Director at Starcom Australia. “From high-impact OOH near the café to scroll-stopping creator content, we’ve built a plan that surrounds consumers in cloud-like softness across screens and in the streets.”
The Whipped Cloud Café activation ran for three days, with a social-first campaign extending reach and relevance across the country.