The Content Dump, Vol 9: Viral Fruit Sandos, Scratch and Sniff Posters + More Ways To Earn Attention
Five examples of creative content done right.
Welcome to The Content Dump, our weekly round-up of the brands, campaigns and content we’ve been loving this week. Every Sunday, we’ll be curating the content moments you need to know about — ready to inspire you to create some magic in the week ahead.
This installment is about all things brand marketing: the storytelling that inspires us, the campaigns that captured us, and the tactics you can use to win over your own audience in 2025. Even as an emerging brand, you can draw inspiration from the bigger household names we’ve featured below to inspire your own creativity this week.
Okay, there’s plenty to cover, so let’s dive in. ✨
🗞️ From The Headlines
⭐ Tracksuit’s new Track The Field guide teaches you how to train your brand to win
Not sure if brand building is worth your time? The team from the brand tracking platform Tracksuit has just launched its Track The Field guide, packed with five core training principles to build into your marketing strategies and help you win.
Not convinced? Take this insight featured in Tracksuit’s report:
“According to Kantar’s BrandZ initiative, companies with strong brands consistently outperform the S&P 500 index in their financial performance. The companies with the strongest brands of all are more than twice as successful.”
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If you’re ready to learn what brand metrics you need to be tracking (and how to measure them), this guide gives you everything you need to know to become brand fit.
🔍 Founder Spotlight
⭐ Jaimee Lupton (the brains behind MONDAY Haircare) is winning over Gen Alpha with the launch of DAISE Beauty
Have you heard of Jaimee Lupton? If not, let’s bring you up to speed.
She’s the serial entrepreneur behind MONDAY Haircare—a brand that generated a whopping US$300 million in sales in 2024 alone. Now, she’s taking on Gen Alpha with the launch of a brand new brand: DAISE Beauty.
The new body care and fragrance brand delivers aspirational yet age-appropriate products that are Gen Alpha-coded (think playful, fun and feel-good packaging that sparks joy without feeling juvenile).
Plus, every product will be stocked in Woolworths and Big W from July 25th, designed to be at a price point that’s accessible. Plus, we love the social shareability of every product, as Jaimee explains,
“Design isn’t an afterthought at DAISE, it’s baked into the brand DNA. It sparks joy and invites experimentation, and for Gen Alpha, that’s a huge part of why they engage.”
👀 Ideas To Swipe
⭐ Moo Knitwear delivers a masterclass in how to build pre-launch hype through content
Think hype reels need to be loud and flashy? Think again.
The team from Norwegian apparel brand Moo Knitwear have taken a founder-led, storytelling approach to their pre-launch content. Founder Helene Myhre has taken to social media in a beautifully produced video that breaks down her ‘why’ behind the brand’s ‘slow fashion’ ethos.
She leads with a personal story (featuring her grandmother’s well-loved wool sweater) and uses this to explain why she’s passionate about sustainably making clothes to last. By spotlighting her brand’s values and what she stands for, she immediately captures and builds trust with a targeted community of conscious consumers who value quality over price.
Even before her first products have gone on sale, Moo Knitwear have gained a whopping 45k followers on Instagram—all primed and ready to shop when the first collection launches soon.
⭐ M&S’ new Strawberry and Cream sandwich shows why product development is key to going ‘viral’ with content marketing
If you’ve been to Japan, you’ll be familiar with this iconic sweet sando: the furutsu sando.
This month, M&S have launched their own spin-off with limited-edition strawberries and cream sandwiches hitting the shelves across the UK. It’s already gone viral and landed the title of M&S’ best-selling sarnie just two days after its release.
Launches like this show the powerful link between content and product development. The most effective marketing campaigns often involve collaboration across multiple departments within a business. The less siloes, the less chance of missing golden content opportunities.
Plus, this viral launch is a timely reminder of the importance of trends and understanding what’s popular in other regions—and finding ways to recreate or reimagine these trending moments closer to home.
🫶🏻 Content, ads and campaigns we’re crushing
⭐ Hey Bud launches ‘scratch and sniff’ street posters with a twist
To celebrate the launch of their first haircare range, Hey Bud took to the streets to roll out OOH ‘scratch and sniff’ posters.
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The catch? The posters actually don’t have a scent. Instead, the team have added a cheeky line prompting viewers to find their products in-store to smell them there instead.
We love this creative example of boosting IRL engagement from consumers in unexpected, playful ways. Great work, Hannah Neumann and team!
⭐ KitKat reimagines its famous tagline for the screen-obsessed generation
Speaking of OOH, we’re loving this recent campaign from KitKat. The brand’s iconic tagline, “have a break, have a KitKat,” has been cleverly reimagined to tap into our collective obsession with our smartphones.
As Campaign Brief explains:
“The work cleverly uses the iconic tagline – without actually showing it – by portraying screentime behaviour instantly recognisable for most of us. Urging us to put down our phones and pick up a KitKat instead.”
Side note: KitKat’s TikTok presence is brilliant and playfully leverages this brand statement in ways that feel relevant for a social-first audience.
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⭐Modibodi’s ‘Fear Not’ brand platform vividly captures an oh-so-relatable moment
Ladies, we’ve all been there. The fear, the panic and the sweaty palms when you realise your period has just arrived at the most inconvenient moment.
This exact feeling has been creatively captured by the team at period underwear brand, Modibodi, for their newest brand platform, “Fear Not”.
Oh, and we’re obsessed with these short 6-second cuts for social media. Cheeky, playful and designed to resonate deeply with their target audience.
And that’s a wrap! See you next Sunday for another dose of all things content. ✨