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A cheesy take on OOH? Christmas elves invade Melbourne and Sydney train stations


A cheesy take on OOH? Christmas elves invade Melbourne and Sydney train stations


Warrnambool Cheese and Butter Factory is embracing Christmas in July with new installations in Melbourne and Sydney’s most popular train stations.

Seemingly six months too early (or late), the Christmas themed ‘Cheese in Crackers’ campaign arrives through Havas Melbourne. Installations have appeared at Melbourne’s Southern Cross Station and Sydney’s Central Station.

“As Australians, we miss out on a white Christmas, but it doesn’t mean we can’t bring a little bit of Christmas cheer forward to celebrate Christmas twice,” says Mike Murray, head of marketing at the Warrnambool Cheese and Butter Factory.

“We thought, what better way to do that than through creating a fun activation and novelty Christmas cracker to bring people together in the midst of the winter chill?”

The brand is also offering a $5000 travel package to its social fans.

Melburnian commuters encountering an absurdly large snow globe have been greeted by Christmas elves and invited to take photographs and crack a giant Christmas cracker – containing a block of Cracker Barrel Cheese, Captain’s Table Water Crackers, two Christmas crowns and some cheesy dad jokes.

Visitors to Sydney’s Central Station have seen the activation fulfilled as an enormous novelty Christmas card. The Christmas ‘Cheese in Crackers’ installations will wrap-up for both stations on 21 July.

Last year Havas released the ‘Cracker Barrel Catch Up’ campaign for the same clients, calling on younger generations to put down their phones ‘catch up’ over cheese and crackers through Foodora.


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Josh Loh

Josh Loh is assistant editor at MarketingMag.com.au

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