Project brief:

Celebrate Christmas with a series of recipe inspirations that showcase the best of Australian classics and new trends.  The campaign needed to generate engagement with the brand including communicating which Western Star products are best suited for varied recipes and cooking skills at a time of year where some cooks seek quick and easy, while others are ready to roll up their sleeves and immerse themselves in the joy of all things Christmas.

Client: Western Star | Fonterra
Date: 2019
Category: Strategy | Recipes | Photography | Video | Cookbook | Masterclass series

Videos, Recipes & Cookbooks

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Gingerbread Star Trees

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Gingerbread Rocky Road

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Gingerbread House

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Gingerbread & Caramel Trifle

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Crispy Rolled Pork with Easy Herb Stuffing

View on Western Star
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Muffin Tin Gratin Potatoes

View on Western Star
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Eggnog Custard Slice

View on Western Star
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Giant Fruit Mince Pie

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Christmas Gingerbread Masterclass Cookbook

The above recipes were produced and optimised into a Masterclass cookbook to feature Western Star unsalted butter which is perfect for baking cookies and gingergread.  The Cookbook was designed by Whisk Media Group and promoted via retailer promotion as well as a member campaign via myfoodbook.com.au resulting in more than 70,000 ebook downloads!

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The Star of Christmas Cookbook

A second cookbook was produced with the remaining recipes from the new Christmas collection which would showcase how to use the variety of Western Star products to make Christmas dinner and desserts even easier.

The book includes an education series on which butter is best helping consumers to navigate their purchase. The design (see page 4 in the book) was also used at point of sale in Woolworths stores across the county.

This cookbook was made even more valuable to the consumer as it contained interative links to cooking videos, tips on how to make Christmas Day less stressful, an easy-to-follow Pastry Masterclass for keen bakers to make their own Mince Pies, as well as a “three ways with shortbread” feature to entice baking for gifts.

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About the project:

Western Star is a leading brand found in more than 40 percent of Australian households.  The brand has eight products including Spreadable, Block and new Thickened Cream.  Spreadable is perfect for everyday use, while the block range is suitable for a range of different recipes and in particular is best used when baking.

Our role in the project was to create content strategy that could be used across retailer activations, owned assets, social media, digital display and publisher promotions including myfoodbook.

A key part of the strategy was undertaking a review of recipe trends from previous Christmas seasons using activity and search data from myfoodbook, social listening and undertaking member research during the preceding Christmas in July. Key themes emerged and we sought to marry these insights with a content program that would deliver high engagement with target consumers, while bringing the Western Star brand and product feature to life.

The final production scope included:

12 new recipes | 7 videos | 2 eCookbooks

WMG recreated recipes and image assets were optimised for magazine and instore display as part of retailer activations with Coles and Woolworths via APR Creative.