Brancourts New Packaging Product Launch for Food Service
- The Change Starter
- Sep 3
- 6 min read
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.
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Deliverables
We planned a mix of media formats, including full-page print ads for all three phases of the product launch campaign, and then developed ad concepts and messaging to serve each phase effectively.
During the “tease” phase we introduced messaging via a full-page print ad to drive anticipation of something new ‘coming soon’ from Brancourts. We hinted that this was a category-first new innovation in the world of Sweetened Condensed Milk but didn’t go any further so as not to alert competitors.
We developed a range of messaging along the same theme, letting Baking Magazine readers know that they would soon be able to make caramel in a safer, more efficient manner and that they could discover more at the Brancourts stand at the Foodservice Australia Show.
At the “launch” phase, we introduced the innovation with bold, visual full-page advertising showcasing the new pouch on both print and digital assets across the Baking Magazine footprint. To complement the print ads, which ran over two editions, we ran a run of site leaderboard campaign and a sponsored content package consisting of a double-page spread story in the print magazine and on the website.
We developed a concept to announce the launch telling readers “Deliciously consistent caramel? It's in the NEW Brancourts bag”.
We used the body copy of the press ad to highlight to readers the business benefits of this new packaging that could make a difference to their bottom line and operational efficiency. We promoted Brancourts’ 1.2kg SCM pouch as the safer, more efficient way to create caramel and continued to push the “category-first innovation for the foodservice industry” message to seamlessly integrate the launch messaging with the tease messaging.
For the trade show itself, we developed a showreel to demonstrate the versatility of sweetened condensed milk for bakers, confectionary producers, bubble milk tea shops and ice cream manufacturers. This was supported by on stand posters.
We further expanded this messaging into a press release, an article, and a new product page on the Brancourts website.
As the pouch was still in production, we didn’t know if we would have a sample pouch delivered in time to shoot it for the ad to meet the artwork deadline. As such, we had a backup plan for a manipulated stock image just in case. However, right at the last minute, the sample pouch arrived, and we had our photographer on standby to shoot it and get it through to our designer just in time to finalise the ad for the deadline. Phew!
Finally at the “maintain” phase, the intention was to sustain the buzz with continued advertising and digital engagement. We ran full-page press ads, run of site leaderboards and product news in print, web and eDM across 6 more months. The messaging shifted to the promise that “making caramel has never been so easy!”.
Creative Showcase
Outcomes
The trade show was the perfect place for Brancourts to launch their new packaging design. The concept of the heatable pouch, which Brancourts managed from product design to manufacturing, captured the attention of attendees, generating excitement and a wealth of valuable leads.
The trade show product launch was strongly supported by the Baking Magazine campaign, which ran throughout the year across both print and digital channels. The tease phase of the product launch campaign played a key role in building anticipation and successfully driving foot traffic to the Brancourts stand at the event.
Brancourts received positive feedback that set the stage for a successful market introduction.
This project demonstrates a project that required detailed timelines and backup options to ensure we could align magazine artwork deadlines with operational logistics, such as embargoes, packaging production, shoots and unmovable events.
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