Case Study /
Bulla x Violet Crumble

How Bulla achieved Top 3 rank of total new NPD in major retailers.

Violet Crumble x Bulla collateral

The Goal


Social Media Reach




Unit Per Store Per Week (UPSPW)

The Objective

To create an indulgent flavor ice cream for everyday consumption that offers nostalgic moments into the category. Bulla’s partnership with Violet Crumble delivers the taste of the iconic coated chocolate honeycomb in an ice cream format (stick and tub) that is enjoyable by all generations and bring back the nostalgic moment as the first Australia’s chocolate bar way back in 1913. Asembl and Bulla teams ensure the product delivers Violet Crumble brand ethos of ‘the way it shatters that matters’ and bring it to life in a format that delivers on the flavor and represents the brand well.

Violet Crumble 1L tub Bulla Choc Honeycomb Ice Cream

The Result

Strong execution in all retail channels that includes PR and influencer campaign, in store POS, off location displays, social + digital campaign and Fly Buys promotions. This resulted in more than 3.6m social media reach, 2.5m impressions and an average of 4.5 UPSPW with 100% positive sentiment of the entire Violet Crumble ice cream range.

Violet Crumble Bulla ice cream sticks

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