Nothing warms the Christmas cockles like crackers and cheese in July.
Something rather odd is happening in Australia this year – Christmas in July.
The latest brand to try and tap into this new craze is cheese brand Warrnambool Cheese & Butter, which wants to channel the spirit of Christmas – in July – to promote its Cracker Barrel Vintage Cheese.
Working with Havas Melbourne, the Cheese in Crackers campaign will dish out 20,000 giant Christmas crackers to commuters at Southern Cross Railway Station in Melbourne and Central Station in Sydney next week.
Each giant cracker contains a block of Cracker Barrel Cheese, Captain’s Table Water Crackers, two Christmas crowns and some cheesy dad jokes, all designed to get ‘Christmas in July festivities started’.
Melbourne commuters get an added bonus – they will be greeted by jolly elves, while further north Sydneysiders have to make do with a giant Christmas card.
“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,” Warrnambool Cheese & Butter Factory head of marketing Mike Murray said, without explaining why Australians would want to celebrate Christmas more than once, particularly when it doesn’t snow in July either, unless you visit the Snowy Mountains.
The ‘Cheese in Crackers’ campaign follows on from last year’s Cracker Barrel Catch Up – a campaign that tried (and probably failed) to get Millennials to put down their mobile devices and have a conversation over cheese and crackers.
