Ultra Mel Custard is a well established and much loved South African favourite, traditionally reserved for Sunday lunch and family occasions. They decided that they wanted to break into the daily consumption market and decided to launch a teeny tiny version called Ultra Mel Mini – 125ml of pure magic.

 

To launch this magical little snack we created a brand world that featured the tiny cow from the pack – we called her Teeny. She went on a magical journey around South Africa, visiting her friends and collecting ingredients along the way to turn her milk into a magical treat.

 

Lead Agency: Base2 Digital

Partner Agency: Y&R JHB
Production budget: R1,2 million Production: Masters&Savant Chris Lockhart (Director)
 

Creative Innovation:
1st Brand world created for Danone SA
1st Animated TVC for Danone SA
Digital 1st:
The creation of ongoing usable Social content posts with activities and exercises for kids. Average of 2000 likes per post. Business results: Ultra Mel Mini SOLD out in the 1st month after launch.