More than two decades after they were first brought to life, and following a decade in retirement, the famous Dolmio Family is returning to Aussie screens in a campaign which celebrates the joy of family mealtime in households across the country.
To celebrate the relaunch, Dolmio is inviting Australians to become part of the family themselves through the Dolmio Puppetiser, a limited-time digital experience made in partnership with oOh!media and POLY.
Led initially by content creators, families across Australia can use the AI platform to transform family photos into personalized Dolmio-style puppet portraits.
Families who take part will have the chance to see themselves in puppet form featured on digital billboards in select locations across Australia, bringing the campaign beyond the screen and into local communities while encouraging organic social sharing.
“The original Dolmio Family was created to capture the joy, humour and connection that happens around the dinner table,” said Rachel Humphrey, MD, Mars Food & Nutrition Australia.
“Our Puppetiser gives families the opportunity to become part of that story themselves. It’s a new way to celebrate what has always sat at the heart of Dolmio: bringing people together, one meal at a time.”
The fully integrated PESO campaign also activates branded OOH billboards to tease the return of the Dolmio Family and a PR push to share the news with Australians, seamlessly converting renewed affection and mental availability into purchase intent and sales.
Created in Australia by Sydney-based special effects studio Make-Up Effects Group in 2003, the Dolmio Family was originally brought to life using handcrafted puppets, costumes and animatronics.
The Italian-inspired characters went on to feature in global campaigns, becoming one of Australia’s most recognisable and successful brand marketing exports.
Now, refreshed character designs have reimagined Papa, Mama and the rest of the family through a modern lens, reconnecting with the generations who grew up with them while introducing the characters to a new audience.
To bring the original designs into a new era, actors’ performances were captured using motion technology and refined by animators to preserve their distinctive, puppet-like charm. Voiced by Italian-born actors for authenticity, each character was meticulously designed and crafted by 3D artists as a faithful digital recreation of the much-loved originals.
“As we looked to the future of the brand, we saw an opportunity to celebrate a family that a whole generation of Aussies grew up with. Bringing them back is about reconnecting with that nostalgia, while introducing them to a new generation in a way that feels fresh, relevant and true to what made them so memorable in the first place,” added Humphrey.
Agencies and Partners
Media and PR: Publicis Groupe OneMars
OOH: oOh! Media and POLY
