Faced with a falling milk market, local dairy farmers – The Miller Family – approached Jack in the box to assist in the creation and marketing of a new ice creamery which required marketing expertise and up front business consultation. Marketed as a complete tourism attraction in the heart of Cowaramup, close to the Margaret River Wine Region, it offered enormous potential. Jack in the box were asked to capture the owners’ unique philosophy of fresh, home made, natural, local products through the development of a business and marketing plan. Our process began with an in-depth research and strategic recommendations for the launch, and on completion, Jack in the box had established the target market and conducted all relevant consumer research. Jack in the box then worked to create a brand that was harmonic with both the culture of the organisation and the potential consumers alike.
When in doubt, apply the K.I.S.S. principle (keep it simple stupid) and in this case Jack in the box wanted to use two simple premises. First to create the joy of ice cream and secondly to use the family’s history. Drawing from the industry’s past glories in the form of retro thematics which would offer a connotation of ‘good old fashioned’, ice cream.
Our work with Millers Ice Creamery included conducting tourism and market research so we could develop a marketing and promotional strategy. This allowed the team to focus on the development of a brand that would match those findings. This included a hand drawn render of the Cowaramup home and a traditional ice-cream cone as well as a range of fun and eye-catching packaging options.
The Last Word
Millers Ice Creamery and Family Park transformed a tiny old farmhouse into a traditional milk-bar style cafe and ice creamery. At the property in Cowaramup, the company constructed a playground, car park, restrooms, bush walk and other facilities. By public demand Millers Ice Creamery opened a second outlet in the Margaret River town centre and now supply many of the south west’s restaurants and cafes. Further outlets have now been opened including ‘Xscape at the Cape’ on Bussell Highway near Dunsborough.
What We’ve Done
- Strategic Planning
- Brand Development
- Stationery Suite