Innovation is key to growth, and much of Bulla’s disruptive innovation has been in the form of collaboration with other brands, especially at the growing super-premium end of the market.
Bulla’s first collaboration was with George Calombaris on a crème fraiche product. More recently, it collaborated with Sydney ad agency, The Monkeys on a range of "unapologetically decadent” ice creams under the Homer Hudson brand.
Most recently, Bulla has partnered with beverage giant Diageo to create Baileys flavoured ice cream and cream. This product range brings together the credibility of the Baileys brand with Bulla’s expertise in making dairy products, and it comes in different flavours as well as on sticks.
Although Bulla recently embarged on a major ad campaign promoting its heritage credentials, the Baileys innovation did something the Bulla brand couldn’t do on its own, as the company's marketing and innovation manager Nick Hickford explains in this video from our recent Disruptive Innovation LIVE forum.
