Palm Oasis Ventures for Baskin-Robbins Australia
Palm Oasis Ventures for Baskin-Robbins Australia has been selected as an ABA100 Winner for Marketing Excellence in The Australian Business Awards 2019. The Australian Business Award for Marketing Excellence [MXA] recognises organisations that have achieved outstanding results through initiatives that demonstrate innovative marketing strategies and outcomes.
Founded in the US in 1945, Baskin-Robbins is the world’s largest chain of ice-cream specialty stores, boasting 7,500 retail shops in nearly 50 countries. Known worldwide for the variety of its flavour range (hence its famous ‘31 Flavours’ tagline), Baskin-Robbins creates and markets premium hard scoop ice-cream, custom ice-cream cakes and beverages; the ice cream itself is manufactured in Massachusetts, USA, and exported to franchisors around the world.
Despite the brand being a global industry leader with over 70 years’ heritage, Baskin-Robbins Australia has enjoyed mixed fortunes over its almost 30 year history. In 2010, the Australian Master Franchisor entered into receivership, and within two years, over 30% of the store network closed down. By mid-2013, Dunkin Brands International (DBI) entered into a joint venture agreement with Galadari Brothers Ltd and formed the master franchisor in Australia Palm Oasis Ventures Pty Ltd (POV).
A major overhaul then took place to transform the entire business model, and by the end of 2014 there had been a significant stabilisation and consolidation of the brand, so much so that DBI Middle East described 2014 as the “best year in the history of Baskin-Robbins Australia.” Today, POV has over 83 stores across the nation, together with 800+ stores in the Middle East under the Galadari Brothers Group umbrella.
The development of an innovative new product range, Creature Creations, aimed primarily at families but also possessing broader appeal, featured a series of stylised magical character cup designs (Unicorn, Yeti, Mermaid and Monster) embellished by custom-made edible toppings and available across sugar cone, waffle cone, shakes and ice cream cakes.
Creature Creations was inspired by extensive product research into emerging global food trends across boutique ice cream and dessert brands overseas, home-baking and dessert influencers and international food stylists. This research identified the popularity of the unicorn and mermaid motifs along with a dreamy pastel colour scheme of pinks, purples and blues. To ensure the range had unisex appeal, yeti and monster were also added into the mix.
Creature Creations was designed to not only deliver an engaging customer experience and invite guests to perceive Baskin-Robbins as a more playful, imaginative brand, but to also deliver a financial goal by encouraging higher basket spend once in store.
Creature Creations was placed front and centre of Baskin Robbin’s all-important summer campaign, making it the hero of all marketing activity and messaging for the core campaign period. Marketing developed a digitally-led, mobile-first marketing strategy with a heavy emphasis on social media and innovative, interactive digital experiences that would increase awareness of and engagement with the Creature Creations range across their target audiences.
Creature Creations has been Baskin-Robbins Australia’s most successful new product launch in a decade, enjoying unprecedented unit sales for a new product range.
The Australian Business Awards are an annual comprehensive awards program which recognises organisations that demonstrate the core values of business innovation, product innovation, technological achievement and employee engagement via a set of established business and product award categories.
The Australian Business Awards are the national chapter of an integrated, hierarchical leadership initiative conducted on a national and international level. Eligible organisations are invited to participate in the international chapter of the program at The World Business Awards whereby participants are provided with the unique opportunity to benchmark themselves against the top performers globally.
The process culminates in the selection of organisations which implement world-class business initiatives, projects, products and services. The award recipients are recognised as the elite of their industry earning a place amongst a distinguished group by having their achievements acknowledged and celebrated.
Organisational eligibility includes private companies, publicly listed companies, multinational subsidiaries, not-for-profit organisations, non-government organisations, educational institutions, franchise systems, partnerships, government departments, government agencies, local government and statutory bodies operating in Australia.
Organisations are required to complete a submission for a specific business initiative, product or service.
Business initiatives can include but are not limited to projects, programs, processes, systems, technologies, developments, ventures and undertakings.
Products can include but are not limited to services, devices, equipment, programs, processes, activities, applications, information, knowledge, software, cloud-based services, platforms, systems and manufactured goods. Products must be commercially available on the Australian market and comply with all applicable Australian standards and regulatory requirements. Product eligibility includes domestic and international products available to the Australian marketplace.
The World Business Awards Framework (WBA Framework) is utilised as a structured model of assessment that enables the participating organisations to be benchmarked against world class performance standards.
The Framework consists of specialised assessment modules pertaining to the evaluation criteria for each of the award categories. The criteria and sub-criteria provide a robust set of requirements that are used as the methodology for benchmarking and learning among the participating organisations.
Organisations that demonstrate the core values of business innovation, product innovation, technological achievement and employee engagement are recognised via a set of established business and product award categories.
The program provides a notable opportunity for high-performing organisations which implement world-class business initiatives and develop innovative products and services to be acknowledged and celebrated for their achievements both nationally and internationally.
Conducted annually, the program engages with organisations worldwide to benchmark the full spectrum of their products, services and initiatives and to review their business performance through a global recognition and knowledge building initiative that is underpinned by the program’s established framework.
The program provides the ultimate platform for building knowledge, increasing brand awareness, equity, loyalty and retention through increased exposure, recognition and prestige.