Renowned food manufacturer Bel Group has launched a highly creative campaign designed to engage consumers in a fun way and to support sales of its Babybel cheese brand through its major grocery channels across Australia.
The Babybel Wax Challenge features a nation-wide search to find the country’s top amateur creatives who are invited to craft unusual mini sculptures out of the famous red wax covers of Babybel cheese.
The concept, which has already proven popular in overseas markets, offers consumers the chance to win one of several cash prizes and have their creation repurposed as a life-size sculpture and showcased for a week at Westfield’s flagship Bondi Junction shopping centre in Sydney.
The Wax Challenge commenced in July and runs until the end of August encouraging consumers to head to their local grocery outlet, purchase some Babybel cheeses and then let their imaginations run wild by creating mini sculptures from the soft wax covers. The competition is open to everyone and there is no restriction on the size or theme of the sculptures.
A Bel spokesperson said: “We want to support our grocery partners in Australia while also feeding people’s creativity by inviting them to remodel the Babybel wax covers into something fun and quirky. We are prioritising participation over perfection and the competition is open to people of all ages, irrespective of their creative skills. The competition is more about inspiring people to have fun and to come up with something unusual, rather than craft something that is perfectly curated.”
The competition is being promoted through all major retailers – Woolworths, Coles and IGA – via point of sale and other in-store materials. Public relations, social media and digital activities have also been launched to drive entries, while Westfield is amplifying the campaign with newsletter and website content.
The Wax Challenge ran internationally in France and South Korea last year with strong participation in both markets. People created everything from miniature horses, snails and other animals to everyday items such as candles, flowers and even replica mobile phones. The winning entry was a big red octopus.
Consumers are invited to share their fun wax creations on Babybel’s Instagram @babybelaunz or Tik Tok @babybelaunz using the hashtag #BabybelWaxChallenge. The competition closes 31 August when a judging panel will assess all entries and announce the winners by 7 September.
The ultimate winner will receive $1500 in cash and have their work turned into a giant sculpture which will be displayed at Westfield Bondi Junction in Sydney from 30 September to 6 October. Two runners-up will receive $1000 and $500 respectively and be added to the Wax wall of fame.
