McCallum Disability Services approached Pepper Advertising to develop a brand campaign that would introduce the organisation’s new identity following the merger of Ballarat Regional Industries (BRI) and McCallum Industries, while reinforcing the purpose and people behind the brand. A key objective of the campaign was to increase community awareness of the wide range of commercial services McCallum Enterprises provides across the Ballarat region.
Pepper Advertising developed and executed the It’s what we do campaign across strategy, creative, production, photography, and media advertising, capturing authentic vision from McCallum employees across multiple Ballarat locations. The campaign positioned McCallum Enterprises not simply as a new name, but as a purpose-driven organisation continuing to deliver meaningful employment opportunities and valuable services to the local community.
55% increase in brand-search traffic.
61% increase in online enquiries during the campaign period.
Driven by a TV and Radio-led media strategy, the campaign was supported by Streaming TV and Streaming Audio to maximise audience reach, increase brand search activity, and drive measurable engagement with McCallum Enterprises.
From concept to completion, the Pepper team were total professionals. They showed so much care and respect for our supported employees throughout the production process, which was really appreciated, something that shone through in the final product. The campaign delivered a significant uplift in awareness of our social enterprise services and helped introduce McCallum Enterprises to new audiences
Marc Amos
General Manager Social Enterprise, McCallum Disability Services.
