Bulla Dairy Foods has unveiled a new brand platform, ‘Life’s Fulla with Bulla’, describing it as a strategic reset of its brand identity and marketing across its portfolio.
“For many, Bulla has been part of Australian life for generations,” said Daria Kargopoltseva, Bulla’s head of marketing.
“This is about building on everything people already love about our brand, while giving it fresh energy and relevance for the future.”
Created in partnership with independent agency Kerfuffle, the campaign draws on everyday moments, traditions and simple pleasures that “make life a little fuller”.
Kerfuffle chief creative officer Josh Stevens said the agency wanted to tap into the carefree spirit of childhood, where enjoying life’s simple moments takes priority.
“Bulla has always been an iconic Aussie brand, loved by generations,” he said.
“Our job was to remind people why they love it. There’s nothing more enjoyable than a cracking summer’s day in your local neighbourhood, getting up to a bit of mischief with a Bulla ice cream melting down your hand.”
Directed by Mark Albitson at The Sweetshop, with photography by Cory White at Hart & Co, the integrated campaign will roll out nationally across TV, digital, outdoor, radio and social media.
