Despite being well loved in Victoria, Big M, the popular flavoured milk brand, was virtually unknown in Queensland.
The roadside petrol station is an essential part of every Aussie adventure. We placed Big M firmly at the heart of this classic moment of consumption by providing Queenslanders on the road with an experience like no other.
‘Big M Servos’ turned on their pumps in six flagship locations including Brisbane, Gold Coast, Toowoomba, Booval, Forestdale and Hervey Bay.
Patrons were greeted by Big M service attendants who filled-up their tank, wiped their windscreens and sent them on their way with a free ice-cold Big M in hand. ‘Big M Servo’ also featured a music and chill-out area for weary travellers.
We reached over 183,000 of our 18-25 year-old target, with 90% of patrons giving the ‘Big M Servo’ top marks. Overall, 5,778 fuel tanks were filled, 20,167 windscreens were washed and a record 47,091 Big M’s were drunk in only 20 days of activity; heralding the arrival of Big M into Queensland.