Submitted by Butler, Shine, Stern & Partners

7 New Ways to Love Noosa

Butler, Shine, Stern & Partners built a Valentine's Day invention series for noosa yoghurt with creator Matty Benedetto that drew over 250M impressions in earned media.

garnering over 250M impressions in earned mediaearned media impressions

Case in 60 seconds

Noosa had a base of passionate fans already buying the yoghurt, so the task was not awareness but giving those fans a fresh reason to talk about a product they had long since decided they liked.

The campaign appears to turn on the overlap between how fans talk about a favourite food and how people talk about a partner, because Valentine's Day licenses declarations of devotion that would read as excessive on any other date.

Rather than advertise the yoghurt, the agency treated fan devotion as a design problem and commissioned absurd objects that took loving noosa to its literal conclusion, one invention for each day of the run-up.

Butler, Shine, Stern & Partners enlisted Matty Benedetto of Unnecessary Inventions, a TikTok and Instagram creator, to invent seven ways to enjoy noosa, including a hot tub Yoguzzi and a Lovers Double Spoon, released one per day on social channels across the week before Valentine's Day.

The agency reports over 250M impressions in earned media and doubled organic social engagement, and states the campaign was named Ad of the Week from Campaign Magazine, which places a trade title's attention alongside the reach figure.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Noosa's existing passionate fans, described on the page as the people the work set out to show new ways to savour the yoghurt.
Valentine's Day concentrates public expressions of devotion into a single week, and a food brand claiming that language risks reading as a stunt unless the affection being described is one its audience has already expressed on its own.
Yoghurt is bought habitually and consumed privately, so the category gives a brand few natural occasions to be talked about, which is the gap a seasonal invention series was built to fill.
Noosa positioned itself as the object of the affection rather than the author of it, with the inventions treating fan enthusiasm as the premise and the product as what that enthusiasm was aimed at.
Based on the available evidence, the work assumes that fans of a specific food already exaggerate their attachment to it in social conversation, so an invention that stages that exaggeration as an object is a joke the audience is already telling.

Creative & Execution System

Assets & channels

  • Instagram
  • TikTok

Partners

  • Butler, Shine, Stern & Partners (lead_agency)

Creator role

  • Matty Benedetto — creator

Results & Evidence

MetricValueResult type
earned media impressionsgarnering over 250M impressions in earned mediaimpressions

Why Butler, Shine, Stern & Partners's strategy worked

  1. 1

    A daily release schedule tied to a countdown gives a creator partnership seven separate entry points into a feed rather than one, which suits earned media because each object can be picked up on its own.

  2. 2

    Commissioning a creator for what they are known to make, in this case unnecessary inventions, keeps the brand integration inside the format the audience already follows rather than asking the creator to host a message.

  3. 3

    Physical absurd objects travel as earned media because press and social accounts can describe them in a line, which is why the reported reach sits in earned rather than paid impressions.

Related Case studies