A tasty Balfours pie or cheeky frog cake walking home from school was an iconic part of growing up in South Australia. But today's teens are far less engaged with South Australia's … read moreoldest bakery. Especially over summer, when baked goods take a back seat to frostier treats. We wanted to re-engage with South Australian teens, breaking through that seasonal trend by making Balfours cool, in summer.
So we created a super-kitch 7 part web series set in the fictional beachside town of Balfours Bay, a place where the pastries you love, love you back! Episodes were released weekly on Facebook and made available for binge-watching on YouTube.
And what kitch web series would be complete without a catchy theme song that doubled as a 30” radio spot. Highly infectious in its own right, a simple change to the endline enabled us to run the ad as a brand ad, retail spot and promotion for Balfours Bay.
It seems to have hit the spot with our radio ad propelling Balfours Bay episode views to over 550,000, while Facebook engagements with our target audience (13 to 24yo) leapt from 8% to 46% during the campaign period.
A key part of a fun, integrated campaign, Stars of Summer radio played a significant role in re-energising the Balfours brand and winning over the next generation of South Australian pastry lovers.
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