MAGNUM
CASE STUDY

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THE CHALLENGE

Solidify Magnum as a quality product made from premium ingredients while simultaneously driving hype around Magnum’s mega year of new product drops, including Magnum Dairy-Free.
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THE INSIGHT

For our audience of food lovers, the aisles of our supermarket can often feel home to the mundane and insignificant. For a food experience to cut through and feel premium, we needed to think outside the aisle and inject it into other daily experiences.
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THE IDEA

Collaborate with a mix of Australian restaurants, hotels and experiences that are synonymous with quality and inject the new range of Magnums into their menus to allow foodies to experience Magnum in a unique way that’s unlike any other sampling execution.

ACROSS 12 MONTHS...

5.6M

reach across Urban List channels, creating awareness and desirability for the new range

1MILLION

video views that still make us drool — iconic venues and influencers showcasing the goods

266,000

page views aligning Magnum with premium ingredients and driving hype for the release of the new Dairy-Free

146,000

engagements with the content across social channels — likes, comments and shares. 'Cause, what's not to like?

15M

display impressions, with regular takeovers across Food cementing consideration and driving up frequency of message

395%

delivery against agreed benchmarks — including team consumption of Magnums

5.6M

reach across Urban List channels, creating awareness and desirability for the new range

1MILLION

video views that still make us drool — iconic venues and influencers showcasing the goods

266,000

page views aligning Magnum with premium ingredients and driving hype for the release of the new Dairy-Free

146,000

engagements with the content across social channels — likes, comments and shares. 'Cause, what's not to like?

15M

display impressions, with regular takeovers across Food cementing consideration and driving up frequency of message

395%

delivery against agreed benchmarks — including team consumption of Magnums

Poster

We injected Magnum into three different and indulgent experiences, including: boutique hotel stays with ‘Magnums on demand’; bespoke dessert collabs at iconic restaurants; and suped up self-care packages at selected hair salons.
Poster

Each dish and experience was only available for a limited time, driving mass hype and awareness of the new Magnum product launches. Across our year-long partnership, every single venue consistently ran out of Magnums and requested more product to meet the demand.
Poster

The indulgent dishes and experiences garnered actionable and positive sentiment with the venues, chefs and Urban List audience broadening the reach by sharing the love across their social platforms.
Poster

By partnering with Magnum over a 12-month period, we were able to deliver the ‘quality’ messaging across multiple touch points, keeping Magnum top of mind for our foodie audience, and solidifying Magnum as a quality product made from premium ingredients.