Bega Group has launched a category-bending experiential campaign 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 is a collaborative effort between Bega Group, The Mark Agency and Starcom Australia – blending brand storytelling, integrated media, and immersive activations to shift the way Australians experience peanut butter.
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Running from September 19–21, the Cloud Café offers 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 brings 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,” said 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 their 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 Sqaure in the form of the Whipped Cloud Café,” said 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,” said 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 runs for three days only, with a social-first campaign extending reach and relevance across the country.
Whipped Peanut Butter is available now in Coles, Woolworths and independents nation-wide. Its soft, spoonable texture makes it perfect for spreading, swirling, dolloping or simply eating straight from the jar – ideal for snacks, desserts and all-day enjoyment. Those unable to attend the Whipped Cloud Café can join the fun by sharing their own Whipped creations on social media.
