Summer treats are usually dominated by soft drinks, slushies and ice cream. In 2016/17 the South Australian baked goods company, Balfours, wanted to own summer for its pies, frog cakes and donuts. So we created the Balfours Bay web series, a tongue in cheek soap opera where “the pastries you love, love you back”.
The ground-breaking, oddball web series has had over 500,000 views, the jingle was on high rotation on radio and the Beach Hut (food truck) won over crowds at beaches, pools and other summer hot spots.
Engagement with the tough to reach teen audience went through the roof and sales of key products doubled year over year. In 2016/17 Balfours baked goods truely were the "Stars of Summer".