Cloud 9: CLOUD 9 #FROZENINTHECLOUDS

Credits & Description:

Advertiser: BULLA DAIRY FOODS
Agency: GREY MELBOURNE
Category: Best Use of Social Media
Advertising campaign: CLOUD 9 #FROZENINTHECLOUDS
Planner: Alice Atherton (Grey Melbourne)
Group Marketing Manager: Briony Delaney (Bulla Dairy Foods)
Business Director: D'Arne Buckley (Grey Melbourne)
Product Manager: Claire Scott (Bulla Dairy Foods)
Art Director: Laura Petruccelli (Grey Melbourne)
Art Director: Rohan Cooke (Grey Melbourne)
Copywriter: Rohan Cooke (Grey Melbourne)
Director: Sascha Ettinger Epstein (Will O'Rourke)
Senior Account Manager: Catherine Mcdonald (Grey Melbourne)
Copywriter: Laura Petruccelli (Grey Melbourne)
Marketing Director: Helen Reece (Bulla Dairy Foods)
Executive Creative Director: Michael Knox (Grey Melbourne)
Influencer Manager: Popup Collective (Popup Collective)

Execution
Send personalised tubs of Cloud 9 yoghurt 50,000 feet into the sky to be frozen. This social event called #frozenintheclouds, will announce the arrival of Cloud 9 Frozen Yoghurt to supermarkets and involve our audience via Australia’s top food bloggers.

Effectiveness
#frozenintheclouds excited the audience to visit the freezer aisle and pick up one of their own tubs. 30% of all Cloud 9 sales were from those new to the category.

Strategy
Cloud 9 is the first Frozen Yoghurt you don’t have to go to a Fro-Yo bar to enjoy. This campaign had to spread the news to a young, urban, foodie audience, who don’t currently shop the freezer aisle.