Havas Melbourne has decided to tap into Aussies’ growing fascination in Christmas in July in its latest campaign for Warrnambool Cheese & Butter Factory.
The ‘Cheese in Crackers’ campaign will see 20,000 giant Christmas crackers given to inquisitive commuters at Southern Cross Railway Station in Melbourne this week and at Central Station in Sydney next week.
The over-sized crackers are designed to be shared with friends and family and require two people to crack them.
Each cracker contains a block of premium Cracker Barrel Cheese, Captain’s Table Water Crackers, two Christmas crowns and some cheesy dad jokes to get the Christmas in July festivities started.
In Melbourne, commuters will be greeted by jolly elves and able to step inside a giant snow globe to have their photo taken. In Sydney the activation will be through a giant novelty Christmas card.
Mike Murray, head of marketing at the Warrnambool Cheese & Butter Factory, said: “As Australians, we miss out on a white Christmas, but it doesn’t mean we can’t bring a little bit of Christmas cheer forward to celebrate Christmas twice.
“So, we thought what better way to do that than through creating a fun activation and novelty Christmas cracker to bring people together in the midst of the winter chill.”
The ‘Cheese in Crackers’ campaign follows on from last year’s ‘Cracker Barrel Catch Up’ – a campaign designed to disrupt Millennials to put down their mobile devices and have a conversation over cheese and crackers.
Client: Cracker Barrel, Warrnambool Cheese & Butter Factory
Head Of marketing: Mike Murray
Senior marketing manager: Briony Wringe