'IXL IS MY JAM' IXL
IXL is an iconic Australian brand that has seen better days. Having swapped hands a number of times, it become the forgotten project of a large corporation that saw big box supermarkets threaten to de-range it. When Henry Jones Foods bought the brand, they came to us looking for a quick, affordable way to breathe some life into this neglected brand. Supplied with only a six-page style guide and a three point brand strategy, we developed the “IXL is my jam” campaign where a small media spend got us a reach of over 3 million people, half a million post engagements and proved to Coles and Woolworths that Australians have huge affection for the IXL brand.