Brancourts New Packaging Product Launch for Food Service
Brancourts Expands Offering with SCM Pouch Product Launch for Food Service
Brancourts have been at the forefront of the food service industry for decades, providing top-quality sweetened condensed milk to businesses across the Asia-Pacific region.
For years, the food service industry has relied on standard packaging formats such as cumbersome 395g to 420g cans, or larger 5kg, 13kg, and 20kg Bag-in-Box options, as well as 230kg drums, for their sweetened condensed milk needs. While widely used and accepted across the industry, these conventional formats have posed significant challenges for small businesses and food service providers like bakeries, cafes, and restaurants.
The risk of injury from handling metal cans and glass packaging, along with the potential for food contamination, has long been a concern. In addition, making caramel, a staple ingredient in many desserts, has traditionally required boiling sealed cans of sweetened condensed milk on a hob. This hazardous method carries the risk of explosions and burns from hot metal. Existing plastic bag alternatives have also proven inadequate, often being unsuitable for boiling or too small to meet the demands of busy kitchens.
Recognising these challenges, Brancourts developed a groundbreaking solution from product design to manufacturing: a new 1.2kg heatable pouch. This innovation marks a major product launch for the brand and a significant shift in how sweetened condensed milk is packaged and used in commercial kitchens. Designed specifically for the needs of smaller trade customers such as bakeries, patisseries, cafes, and restaurants, the pouch offers a safer, more efficient alternative.
We were thrilled to support Brancourts in this exciting product launch, which introduces a category-first format to the market. Through a media partnership with Baking Magazine, we helped showcase the benefits and versatility of this innovative packaging, making the product launch a standout moment for the food service industry.
Objectives
The primary objective of this project was to successfully execute the product launch of Brancourts’ new Sweetened Condensed Milk Heatable Pouch packaging innovation to the food service industry.
The first public reveal of the pouch took place at the Foodservice Australia Trade Show, marking a key milestone in the product launch strategy. We were tasked with developing and delivering a focused campaign targeting the baking industry in the lead-up to the product launch, as well as throughout the year ahead, to ensure strong trade exposure and market penetration.
Following the initial product launch phase, the goal was to maintain momentum and continue growing sweetened condensed milk’s presence in the market through sustained marketing efforts. This included ensuring ongoing product launch visibility, reinforcing brand awareness, and driving continued engagement across the food service sector.
Strategy
The Change Starter developed a cohesive strategy for promoting Brancourts’ groundbreaking new packaging through a carefully structured product launch campaign.
To build awareness and effectively reach the target audience, we partnered with Baking Magazine as the core awareness channel. Additional content was developed for the Brancourts website and promotional materials for the trade show stand to further amplify the product launch message.
A 3-phase campaign strategy was created to build anticipation, deliver a strong reveal, and maintain post-launch momentum:
TEASE: Create pre-launch buzz in Baking Magazine by inviting the target audience to visit the Brancourts Trade Show stand for the big reveal of the new product.
LAUNCH: Official product launch coverage in Baking Magazine, timed to follow the Trade Show. Website content was deployed to engage visitors coming from the event and media placements, directing them to the Brancourts site for more information.
MAINTAIN: Leverage the marketing budget in a concentrated burst to sustain the product launch impact and gain strong first-year traction.
Because the product launch was embargoed until the Trade Show event, the tease phase had to be handled carefully to prevent competitors from uncovering what Brancourts was about to reveal.
There were also logistical challenges around the packaging’s readiness, as it was still in production. With no sample pack available until just before the artwork deadline, we planned a last-minute shoot and prepared a Plan B, ensuring the product launch stayed on track.
Stevie V Brown MSc is a highly qualified and experienced Marketer having worked for major ad agencies on global brands in a career spanning 23 years. Stevie is CEO of The Change Starter; a boutique marketing consultancy brand based in Australia and operating globally. The Change Starter specialises in transforming marketing strategies and delivering outsourced implementation across all aspects of marketing from traditional to digital. The Change Starter works with growing SMEs across FMCG & grocery, food service, product manufacturing, reselling, b2b services, e-commerce, retail and allied health.