Renowned for its premium wool bedding products, MiniJumbuk is a much-loved Australian icon. Having enjoyed considerable success, MiniJumbuk found its unique style being copied by competitors on retail shelves and online. To combat this, the South Australian business needed a new approach. One that couldn’t be copied, and that connected deeply with customers on an emotional level.
insight
The pandemic placed a new emphasis on the home as a sanctuary and elevated the importance of self care
Consumers were simultaneously seeking locally made and more socially-conscious purchasing decisions. MiniJumbuk’s new quilt positioning would perfectly align with these powerful new market trends.
solution
Australian inside and out. A unique story about the finest wool in the world
Trout crafted a new promise for the brand ‘Happy sheep. Healthy sleep’. This promise would inspire every aspect of the new quilt range.
BRANDING
Vividly telling our origin story
As one of the only wool bedding manufacturers still owned and operated in Australia, MiniJumbuk’s products are testament to its unique surroundings - the beautiful Limestone Coast region of South Australia.
packaging
Bring the tranquility of the Limestone Coast to the retail experience
Minijumbuk brings a moment of peace to busy store shelves. Packaging wrapped in imagery of the coastline, green fields and rolling waves combine to form a billboard that showcases the location and tells the origin story of the brand.
Campaign
Connecting customers with the farmers behind their bedding.
Customers who want to go deeper are rewarded with rich storytelling. Each box displays a QR code that links to a short film showcasing the local farmers who produce the high quality wools of the region.
These short films are also available on Minijumbuk’s digital channels, where customers can find out more about the heritage of each product.
James Wade
Digital Marketing & eCommerce Manager
MiniJumbuk
outcome
Wool bedding backed by nature’s spectacle and beauty
5
unique product stories.
500,000+
campaign video views.
Strategy
Keegan D’Mello
creative