Baskin-Robbins scoops marketing award third time in a row

Baskin-Robbins has scooped a marketing excellence award for the third time in a row. The ice-cream chain’s 2020 Australian marketing campaign, “Troll For Good”, proved unbeatable in The Australian Business Awards 2021.

Along with massive engagement across BR Australia’s digital platforms, sales in the network grew year-on-year by 13.99 per cent during the promotional period and customer visits increased from a negative 5.58 per cent to 4.32 per cent.

For the campaign Baskin-Robbins (BR) Australia partnered with Universal Studios and its Trolls World Tour, the sequel to DreamWork’s popular family movie franchise, and turned the idea of trolling on its head with a ‘pay-it-forward’ style guerilla promotion.

Aussies were also encouraged to ‘Troll A Friend’ – shout someone a Trolled Treat online. The chosen friend would then receive a personalised text message with their free ice cream code.

The ice cream chain also launched a limited-edition Troll-themed product range and secured a partnership with Beyond Blue, pledging to donate $20,000 during the campaign to the mental health charity – raising a total of $20,277. 

Julian Casa, BR Australia general manager, said “Being awarded the ABA100 Winner for Marketing Excellence [MXA] in The Australian Business Awards for three years in a row is wonderful recognition of the efforts and investment we’ve made to not only elevate the brand through product innovation but bring positivity to our valued guests at a time when we all needed it.” 

The win follows a very successful campaign with Netflix “Stranger Things are happening at Baskin-Robbins” – the company’s first home-delivery focused campaign, which took home the ABA100 Winner for Marketing Excellence [MXA] award in 2020.