Fonterra’s milk brand gets public to vote on new flavour

Fonterra’s flavoured milk brand SupaShake is the latest to launch a competition asking the public to vote on a new flavour variant.  

It has launched the Flavour Crusaders campaign, where it has chosen three young consumers, dubbed ‘Crusaders’, to each push a new flavour variant, arming them with a $100,000 marketing budget to drive consumers to a website to vote for their favourite flavour and favourite Crusader.

The campaign is being managed by SupaShake’s agency Morph Marketing. The three Crusaders are primarily investing in below-the-line activity, recently heading to Queensland to target school leavers during Schoolies Week.


The winning flavour will be put into production next year, with voting closing February 14. The winning Crusader will also receive $10,000 worth of prizes.

The flavours being voted on are cookies ‘n’ cream, rocky road and jaffa. The Crusaders are university students Tegan Kerridge, Andrew King and Zac Martin – who’s media and marketing blog, Pigs Don’t Fly, has gone in the Mumbrella Readers Choice Awards shortlist for industry blog of the year.

Several brands have this year launched high-profile campaigns asking the public to vote on new products, with Smith’s chips launching its Do Us A Flavour campaign asking consumers to come up with a new chip flavour. The public was then asked to vote on the four shortlisted finalists, with the winner to receive $30,000 on top of the $10,000 all four have already been awarded.

The winner will also receive 1% of sales revenue – up to $200,000 per year – while their flavour continues to be sold in stores. The winning flavour will be announced on December 16.

Earlier this year Smith’s also launched a competition for its Dorito’s brand asking the public to create their own ad for the chip brand. Both campaigns were led by Smith’s ad agency Clemenger BBDO.

Meanwhile, Kraft’s Vegemite made an ill-fated attempt to get the public to come up with a name for its new product variant which subsequently had to be renamed from iSnack 2.0 to Cheesybite.


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