Mulino Bianco Campaign
The Challenge
Francis Busuttil & Sons engaged MYC to bring the Mulino Bianco brand to life in Malta – not just to generate awareness, but to drive real consumer action. The brief called for a campaign that could cut through a crowded FMCG landscape, connect with Maltese audiences across multiple touchpoints, and translate brand engagement into measurable participation. When the first campaign delivered, the relationship deepened – and the creative ambition grew with it.
Our Strategic Approach
MYC executed a multi-channel strategy designed to maximise brand visibility and drive consumer action. The campaign integrated high-reach digital advertising across Meta, Google Display, and YouTube with tangible, in-store physical assets to capture shoppers at the point of purchase. This was supported by collaborations with local influencers to target specific demographics, a targeted radio campaign, and paid local media to ensure widespread awareness. All channels funnelled traffic to a dedicated landing page where consumers could enter the lottery, directly linking brand engagement with data capture.
The Impact
For the first campaign, MYC handled everything from strategy through to working with MGA regulators. The execution was fully integrated – Meta, Google Display, YouTube, influencer partnerships, radio, and paid local media, all funnelling traffic to a dedicated landing page built for lottery entry. Physical in-store assets captured shoppers at the point of purchase, ensuring the campaign worked both online and off.
For the Christmas Pan di Stelle campaign, the brief evolved from performance to craft. MYC produced a video incorporating original 3D animation – cookies dynamically orbiting the product bag before the camera pulled back to reveal a warm festive scene with hot chocolate and seasonal detail. Modelled in Autodesk Maya, rendered in KeyShot, and finished in After Effects with sparkling cookie trails and rising steam, the asset was built to broadcast production standard. It was the kind of work that doesn’t just sell a product – it makes people stop scrolling.