Wrigley’s Extra looks to get Melburnians back into venues with ‘Dating Line’ initiative

Mars Wrigley’s gum brand, Extra, is launching an initiative to help get Melburnians back into pubs, restaurants and bars with a ‘Melbourne Dating Line’ service.

Created by Thinkerbell, the ‘Dating Line’ campaign is a local extension of Extra’s global campaign ‘For When It’s Time’, celebrating communities getting back out into the world following lockdowns.

The service asks for Melburnians to text 0488 345 345 with their name, email and venue they’re looking to visit, and Extra will foot the bill.

The initiative comes following another Victorian lockdown, with the aim to give Melburnians an extra incentive to get back out and support local businesses across the state.

“With every Melbourne lockdown comes another kick in the guts to the hospitality industry and another unwanted pause for the city’s dating population,” said Tom Wenborn, executive creative director at Thinkerbell.

“Thankfully Extra has been quick to react and help drag Melbournians off the couch and straight back into bars and restaurants where they belong. This has been a great project to collaborate with at speed via Zoom, but we’re really looking forward to enjoying it in person… we hope. We love the Celene Dion film, and the Melbourne Dating Line feels like a good extension for this market”.

The Wrigley’s Extra global campaign ‘For When It’s Time’, launched by Energy BBDO last month, debuted on Australian TVs over the weekend, with the ‘Melbourne Dating Line’ supporting the campaign with a paid social strategy to amplify the wider campaign.


Michelle Gazzola, portfolio director, gum and mints, Mars Wrigley Australia said: “While we’re all feeling the pain of the prolonged global pandemic, it’s important to celebrate the small wins. Our film – For When It’s Time – celebrates the small wins in a big way. And while we don’t expect Melburnians to horde out on the streets in the thousands and kiss, we do hope they can get their Ding Back and support small businesses while they do.”

Last week Mumbrella spoke to some of the key figures in the Melbourne industry, to hear how the latest lockdown was approached, and what impact it was having on local workers.


Client: Mars Wrigley – Extra
Agency: Thinkerbell
Media: MediaCom


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