There was no existing creative, so another challenge was to leverage our relationships with media partners to create this campaign.

The campaign was a sum of many parts: • An online microsite, where consumers could find out about the campaign and give their feedback on the product• Promotional staff delivered the tub swap opportunity to offices who applied via the microsite• A TV call to action, driving people to the microsite• Weekend events where people could swap the tubs • Radio announcements driving attendance at the events • Cooking demonstrations using MBS at the events• Live radio broadcasts from the events • Morning train stations promotions to further increase swapping opportunities for consumersTo sustain the campaign, we created a travelling thank you sign on the side of a mobile truck. This was made up of 1000’s of the tubs collected during the campaign.

• The number of collected tubs surpassed our expectations by 55%.• The penetration objective was more than achieved: with a whopping 49% increase compared to the pre-promotion period in the local market.• Sales results were amazing: sales went up by 35% in South Australia (versus 25% nationally)• Creating media partnerships instead of buying the media helped us deliver more media value: media ROI was 153%.Mainland Buttersoft Butters Up Adelaide campaign was a great success and as a result of that it will be rolled out in other Australian markets as well.