Dollar Sweets - Fairy Bread Day
Social + PR + Influencer We set out to bring the nostalgia of fairy bread to Aussies everywhere. Fairy Bread Day on 24 November became more than a day to indulge; it became a platform to raise awareness and funds for ReachOut (2020–2022) and The Pyjama Foundation (from 2022).
Anchored by the mantra “Sprinkle Kindness,” the campaign evoked childhood joy and built a vibrant community of fairy bread fans across Australia. Each year, the activations grew bolder. In 2021, a 3-metre-high Kath & Kim fairy bread mural by Casey Gothard in Melbourne drew massive crowds and media buzz, propelling the day into the mainstream. By 2023, the campaign culminated in a colourful Brisbane activation featuring a one-kilogram doughnut-eating contest between Broncos legends and a 1.4-metre-high slice of fairy bread.
Integrated PR and social amplified the moment: live crosses on TODAY and The Morning Show, ABC Brisbane Radio interviews, and features in Women’s Day and Total Girl delivered 56.4 million PR reach. Social content reached 1.06 million with 1.37 million impressions and 155K engagements, while 85 influencer posts reached 2.79 million people, a 57% YoY increase. Fairy Bread Day has grown from a nostalgic treat into a nationwide celebration, spreading joy, fostering community, and kindness year after year.