Baskin-Robbins appoints PPR following pitch

PPR has been selected to work for the Baskin-Robins brand by Palm Oasis Ventures following a competitive pitch.

The announcement:

PPR has been appointed by Palm Oasis Ventures to connect its Baskin-Robbins brand with Australians by aggregating happiness.

Following a competitive pitch, PPR has been selected to work for the global ice-cream brand to oversee its communications activity across brand engagement, shopper promotions and franchisee marketing.  The remit is to integrate owned, bought and earned marketing assets, with specific focus on content marketing, local area marketing, publicity, social media and video.

Roger Mussalli, Director of Palm Oasis Ventures and General Manager at Baskin-Robbins, says: “Palm Oasis Ventures is absolutely dedicated to realising the full potential for Baskin-Robbins.  This includes our commitment to marketing, with PPR showing us intimate knowledge of and expertise in the nuances of growing a brand and the strategic vision of connecting our customers through owned, earned and bought media.  We’re delighted to be working with the best in Australia.”

Baskin-Robbins is the world’s leading chain of ice-cream specialty restaurants, with close to 7,000 parlours in nearly 50 countries.  Baskin-Robbins Australia is owned by Palm Oasis Ventures, a division of Galadari Brothers, the world’s largest franchisee for Baskin-Robbins.   Galadari Brothers owns and operates more than 600 parlours in the Middle East.

Michael Pooley, General Manager of PPR Sydney, says: “I love Baskin-Robbins’ audacious goals and am looking forward to the ice-cream fest when we exceed its expansion plans, and with it make Australians even happier.”

Baskin-Robbins is investing $2 million in marketing to fuel its Australian expansion plan of 200 new parlours over the next ten years, to a total of over 280 parlours.

Source: PPR media release