Creative agency Crave Global partners with Sara Lee to launch Bluey muffins for kids

Creative agency Crave Global has partnered with Sara Lee to help bring to life a delightful new snack, Sara Lee x Bluey Muffins.

The muffins are designed to make snack time enjoyable for children while providing parents with a nutritious option for busy mornings, lunchboxes, or afternoon treats.

Available in two flavours, Apple Cinnamon and Blueberry Oat. The muffins are made with 35-39% fruit and vegetables, earning a 4-Star Health Rating.

Partnering with Sara Lee, Crave Global were responsible for developing the strategy, design and artwork, including the consumer carton packaging concept for the two products.

To resonate with a younger family audience, Crave Global designed and created a semi-transparent window on the packaging with a collectable Bluey standee on the back.

Each muffin is then wrapped in custom Bluey-themed muffin cup for an extra fun touch amongst kids.

“We did not take this responsibility lightly,” says Daniel Hopkirk, Managing Director Crave Global. “We were acutely aware of what was being entrusted to us – the bringing together of Sara Lee and Bluey meant we had a duty of care, to respect these two iconic brands.

“We wanted to make the packaging interactive and collectable, while acknowledging the health benefits of the muffins,” continues Hopkirk. “We had to hit the right note with everyone in the family.”

This innovative offering combines the playful charm of Bluey with Sara Lee’s rich heritage of quality baked goods. It’s a match made in snack heaven.

Sara Lee will be bringing the muffins to Australia with fun in-store promotions, social media content, and family activations at both local and national levels. As Sara Lee expands its innovative offerings beyond frozen desserts, this collaboration marks a significant step in building its bakery category.

With more than 50 years of experience and a commitment to the dessert category, this new venture into bakery products reflects the brand’s dedication to providing families with tasty and nutritious options.

“We are excited to have had the opportunity to collaborate with Crave Global on this project,” says Tarryn Van Romburgh, Category & Brand Strategy Manager, Sara Lee. “Working together has been a great experience as we explored a new creative territory.

“Crave’s innovative approach allowed us to design impactful and playful packaging that perfectly aligns with the Sara Lee and Bluey brands.”

The Sara Lee x Bluey Muffins are now hitting the shelves at Coles and independent supermarkets across Australia, ready to become a staple in lunch boxes across the country.

Want to leave a comment? Share your thoughts below, making sure to include your full name and email address. If you have a news tip or story idea, please feel free to email ricki@campaignbrief.com.