Gen-Z, Millennial Opps: Blue Bunny launches new campaign

Sales Lead: In its latest campaign, Blue Bunny (BB) features its animated blue bunny CEO, Blu, that created a satiric take on an SNL skit.

• Made by creative AOR Observatory Marketing, the campaign rolled out across digital channels, social media platforms, connected TV (CTV), radio, and digital OOH.
• This is BB's second campaign from Observatory; it launched the first one a year ago.
• The brand will likely:
  • Continue increasing digital spend
  • Launch more work
• Target demographic: 
  • B2C: ​​​​​​​Gen-Z and millennials
  • B2B: Potential grocery distribution retail partners

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • YTD spend: BB hasn't invested in national TV since spending around $10.4m in 2022.
  • Last year: The brand spent around $10.4m on national TV commercials in 2022 after having spent 17% more, around $12.2m, in 2021.
  • 2022 ad programming: BB's 2022 commercials targeted Gen-X watching shows such as Friends, NCIS, Guy's Grocery Games, Diners, Drive-Ins and Dives, and Family Feud.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: YTD, the brand has allocated roughly $311.4k toward digital ads, more than triple the roughly $102.9k allocated by this point last year.
  • YTD data: So far this year, BB has earned ~11.1m digital impressions, 48% via Facebook ads, 27% via Instagram ads, and 25% via desktop video ads.
  • Last year: The brand's estimated full-year 2022 spend, $7.6m, reached 62% more than that of $4.7m in 2021.
• Additional channel insights  
  • BB utilizes radio and Google Ads.
  • It holds planning conversations in Q3 and buying conversations in Q2.

Additional agency insights:

• Opportunity: Parent company Wells Enterprises doesn't seem to currently outsource BB-oriented PR, digital analytics, experiential, or influencer services, so get in touch to see if you can land some brand-specific work.
• Current agency roster:
  • Observatory Marketing: Creative AOR
  • FCB Chicago: Creative and social AOR
  • GSD&M: Media AOR
  • Polvora Advertising: Multicultural agency partner​

Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.