Dip and yoghurt brand, Black Swan, has made its foray into the experiential and creation space with the launch of a new experience-led campaign at Taste of Melbourne.
Black Swan Beta will give Taste guests the chance to be part of the future of Black Swan via a concept described as ‘part laboratory, part kitchen and part hole-in-the-wall restaurant’.
25,000 Taste guests will have the chance to design their own dip or yoghurt masterpiece, get their hands on one of Black Swan’s future innovations and indulge in the most expensive dip the brand has ever created.
They will also be able to take a seat a seat to taste the wonderful world of the dip range on the Taste Train, a moving feast via a revolving conveyor belt.
Guests will be able to choose from a number of bases such as Hommus, Tzatziki and Greek Style Yoghurt. They can then mix in a number of the 28 add-on ingredients offer including Crumbed Bacon, Chia Seeds, Passionfruit Pulp, Diced Beetroot and Wasabi and infuse it with one of six flavoured oils with the likes of Roasted Onion, Basil and Lemon on offer.
If you’re overwhelmed with the paradox of choice, Black Swan has already done some of the hard work for you. Five signature limited-edition dips have been specially created for the event, with the ‘Maple Bacon with Caramelised Onion’, ‘White Caviar’ and ‘Edamame Hommus with Wasabi & Pickled Ginger’ dips sure to be a hit with foodies.
If you don’t get the chance to make it to the festival, you’ll still be able to enjoy the experience as Black Swan Beta will come to life in content as ‘Born to Create’, a multifaceted content campaign bringing the activation to life outside of Taste, demonstrating Black Swan’s love of real flavours, real stories, real people and their love to create.
All elements of the activation will be showcased across paid, owned and shared channels – allowing the diverse and versatile product range to be shared and engaged with a wide reaching audience.
Monde Nissin Australia head of marketing Brooke Tierney said, “We are really excited about launching Beta at Taste Melbourne, and reaching a wide audience with purpose built content. It is not only a great platform to allow consumers to experience the versatility of both our dips and yoghurt range but it encompasses the rich history and innovative spirit of the brand.
“As a collaborative team, we have pushed really hard to challenge the way in which we sample to consumers and we can’t wait to see how consumers react to some of the flavours we have created and who knows we might see them on the shelves at a later date”.
Brooke Tierney – Head of Marketing, Monde Nissin Australia
Sophie Brereton – Marketing Assistant, Monde Nissin Australia
Emily Andrews – Product Developer, Monde Nissin Australia
Mitchell Loadsman – Partner – Experience & Operations, Banter
Paul Den – Partner – Strategy & Ideas, Banter
Kate Provan – Group Business Director, Mediavest Melbourne
Emma Schmidt – Account Manager, Mediavest Melbourne
Peter Butler – Managing Director, Mediavest Melbourne
Tatum Ambler – Manager, LiquidThread
Bianca Wallis – Director, LiquidThread
Paul Den: Partner – Strategy & Ideas