Dig Agency and Bulla Dairy Foods partner to showcase Margaret, Bulla’s ‘Chief Cottage Cheese Officer’ to positive review on Gruen
As featured on ABC TV’s Gruen last night, Margaret entertained the audience and panelists alike in her role as Bulla Chief Cottage Cheese Officer on TikTok, an idea conceived by Dig Agency.
Tapping into the trend of Gen Z connecting with content from a mature generation on TikTok, Margaret was ‘made for’ this role having grown up on a dairy farm near Colac with a love of Bulla Cottage Cheese. Spreading the good word of Bulla Cottage Cheese ‘doesn’t even feel like a job to Margaret’ who is humbled by seeing her content on TikTok receive over 30 million views to date with strong community engagement.
Says Tommy Kuo, head of social at Dig: “We know cottage cheese is a food that has been trending within the TikTok food community and paired with young people’s genuine adoration towards older people on this platform, it was an unmissable opportunity to amplify the love of Bulla’s Cottage Cheese with Margaret as the face of our campaign. No traditional influencer could replicate the love and adoration that Margaret has personified in promoting Bulla Cottage Cheese to a younger audience.”
Says Stuart Webb, marketing manager at Bulla: “Bulla Cottage Cheese has experienced exponential growth in recent years, driven in part from a younger cohort and Margaret has provided a relevant and entertaining way to engage directly with this audience on TikTok in showcasing the nutritional benefits and versatility of Bulla Cottage Cheese.”
People can follow Margaret’s journey in spreading the good word about all things Bulla Cottage Cheese on TikTok @Bullafamilydairy.
VIEW THE TIKTOK PAGE
VIEW THE FIRST TIKTOK VIDEO
VIEW THE SECOND TIKTOK VIDEO
VIEW THE THIRD TIKTOK VIDEO
Client: Bulla
Stuart Webb, Marketing Manager – Chilled & Masterbrand
Jessica Lalor, Senior Brand Manager
Alexandra Piaia, Brand Manager
Agency: Dig
Tommy Kuo, Head of Social
Zac Nairn, Art Director
Casey Clarke, Copywriter
Hotglue:
Lewis Hearn – Co Founder
Tanya Lincke – Business Director
Kirsty Gower – Senior Social Media Manager
10 Comments
Did it not occur to you that maybe you were being mocked?
I don’t think Margaret thinks that at all.
She’s very happy with her new found fame and 11 million
fans.It looks like she’ll be around longer you.
Did you watch the show? No? Shut up then.
OK, you got me. I didn’t watch the show. I have a life.
The Bulla content thing has racked up 11 million views because there’s a good dose of cringe to it. I mean, who the hell eats the one thing for every meal. It’s so unbelievable that’s part of why it’s engaging. It’s highly naive in its idea and execution. If that was all intentional, it’s kind of genius. Unlike the Pepsi example, which is trying way too hard to be cool and we’ve seen this approach a gazillion times. When you say you’re cool, you probably aren’t, as one of the panelists said.
Yawn.
If Macca’s gets 30 million customers, does that make them the best restaurant?
30 million in Australia yes. Maybe your looking at forward estimates population not there yet.
Pretty dumb answer.
11 million views?
Sounds good.
Look forward to seeing the actual sales results.
is so played out