Bulla appoints ‘chief cottage cheese officer’ for TikTok campaign via Dig Agency
Bulla Dairy Foods has launched a TikTok campaign, appointing a ‘chief cottage cheese officer’, via Dig Agency.
Featured on ABC TV’s Gruen this week, the campaign encourages Gen Z to connect with content from older generations on TikTok, and has been welcomed by audiences.
The star of the show – Margaret – grew up on a dairy farm near Colac, Victoria, and said being chief cottage cheese officer ‘doesn’t even feel like a job’.
The content, which started in March, has received over 30 million views to date, with strong community engagement.
@bullafamilydairy Hi Australia! I can’t wait to share with you the goodness of Bulla Cottage Cheese! ❤️ Margaret, Bulla Chief Cottage Cheese Officer #CottageCheese ♬ original sound – Bulla Family Dairy
“Bulla Cottage Cheese has experienced exponential growth in recent years, driven in part from a younger cohort,” said Stuart Webb, marketing manager at Bulla.
“Margaret has provided a relevant and entertaining way to engage directly with this audience on TikTok in showcasing the nutritional benefits and versatility of Bulla cottage cheese.”
Dig’s head of social, Tommy Kuo, said: “We know cottage cheese is a food that has been trending within the TikTok food community and paired with young people’s genuine adoration towards older people on this platform, it was an unmissable opportunity to amplify the love of Bulla’s cottage cheese with Margaret as the face of our campaign.
“No traditional influencer could replicate the love and adoration that Margaret has personified in promoting Bulla cottage cheese to a younger audience.”
@bullafamilydairy Can’t wait to start my first day! Yes I’m bringing Cottage Cheese for lunch. ❤️ Margaret, Bulla Chief Cottage Cheese Officer #CottageCheese ♬ original sound – Bulla Family Dairy
Dig recently also launched work for Bendigo Bank, reinforcing its position as a challenger brand. Featuring real-life scenarios, it champions the bank’s commitment to its people and communities.
Mid-last year, the agency was appointed by wine company Yellow Tail, tasked with managing its creative outputs, including social media.
It’s other clients include Mitre 10, RACV, and Australian Liquor Marketers, among others.
Also last year, the agency achieved B Corp status, being among the first large creative agencies to do so.
Credits:
Bulla:
Stuart Webb, Marketing manager – chilled & masterbrand
Jessica Lalor, Senior brand manager
Alexandra Piaia, Brand manager
Dig:
Tommy Kuo, Head of social
Zac Nairn, Art director
Casey Clarke, Copywriter
Hotglue:
Lewis Hearn, Co-founder
Tanya Lincke, Business director
Kirsty Gower, Senior social media manager
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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topics
Bulla
Bulla Dairy Foods
Chief cottage cheese officer
Dig
Dig agency
Gruen
Margaret
Stuart Webb
Tommy Kuo
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