Baskin-Robbins Australia have continued their dedication to innovation with their recent Ghostbusters: Afterlife movie partnership. Leveraging the iconic themes, characters and plot points from the film, the campaign connected with Baskin-Robbins target audience of young families, tweens and young adults, and provided a perfect vehicle to launch their new Toasted Marshmallow Topping ahead of the December School Holidays.

The marketing team worked closely with their creative agency and Sony Pictures to create and execute a digital-first, multi-channel campaign that would excite and engage guests. The concept centred around the immersive, augmented reality ghostbusting game, ‘Mini-Puft Mayhem’, inviting consumers to hunt and capture ghosts using their smartphone to win prizes. The mischievous ‘Mini-Puft’ marshmallows were not only the heroes of the campaign, they also formed the inspiration for the new product range.

A premium Toasted Marshmallow Topping was a first-to-market innovation for Baskin-Robbins and added a ghostly aesthetic to the Ghost Cup and Ghost Cone product range. Made to order and toasted fresh in store, the marshmallow required the use a dedicated blow torch, and as such, collaboration between Marketing, Training & Operations departments was integral in the launch of the product, as was franchise partner engagement.

Despite encountering several challenges in the development, sourcing and supply of the marshmallow, the Ghostbusters campaign delivered positive results for the brand, with positive comparable sales growth for the campaign period, and increased engagement across digital channels.

For information about Baskin-Robbins Australia, visit baskinrobbins.com.au