Building on previous campaign lines, and understanding that during good times or bad, comfort food makes anything better, #custardmakesitbetter will be used in all communication alongside iconic typography, striking colours and engaging visuals.
“First Choice custard is a well-loved product, and we want to create a community and following around the brand and its campaigns and create talkability,” remarks Lauren McNish, the Boomtown account director who oversees the First Choice/Woodlands Dairy account. “Our character will be placed in different scenarios consoling different winter desserts, playfully making them better.”
The campaign includes intrigue-creating point of sale as well as a competition to win cash prizes. “It is envisaged that the First Choice custard character will become a brand mascot,” adds McNish. “We will be giving him a real persona that has infinite longevity, placing him in different scenarios and developing his role within the brand.”