Baskin-Robbins leans into 'real or fake' trend to launch Dinner Your Dessert campaign

Baskin-Robbins has launched the campaign for its Dinner Your Dessert range, which reimagines classic dinner-time staples, from Tuesday 4 March, 2025.

The new range delivers a striking and deliciously unexpected experience, inspired by the viral “real or fake” social trend. Baskin-Robbins is giving customers a fresh perspective on indulgence, by taking familiar favourites like burgers, pizzas, and tacos and giving them an ice-cold twist.

The Dinner Your Dessert lineup includes:

• Loaded Scoop Burger - Two all ice cream patties, special fudge sauce & whipped cream on a buttery brioche bun.
• Choccy-Top Tacos - A soft choc taco filled with creamy ice cream, crispy-crunchy toppings & drizzled with hot fudge.
• Scoop Burger - One all ice cream patty & special fudge sauce on a buttery brioche bun. Choco-Loco Nachos - Choc waffle-cone chips loaded with creamy ice cream then stacked with tasty toppings & hot fudge sauce.
• Polar Pizza - A double fudge-brownie pizza crust layered with ice cream, choc fudge & seasoned with sweet toppings - served whole or by the slice.
• Thickshake & Fizzy Float - Two creamy scoops of creamy ice cream blended with fresh milk or one scoop blended with your choice of fizzy & refreshing soft drink.
• Dough-Nugs - Bite-sized doughnut-inspired nuggets, perfect for dipping.

“We had a lot of fun developing this range, which is all about giving customers a new and exciting taste experience, and embracing life lived less ordinary,” said Julian Casa, Baskin-Robbins general manager.

"We wanted to create something that would grab the attention of a Gen Z and Millennial audience in particular, so tapping into a viral trend felt like the perfect way to do just that."

With eye-catching visuals and playful messaging, the campaign is set to spark curiosity and drive customers in-store and via home delivery, to see - and taste - the range for themselves. The campaign will be supported by amplification across digital and social media channels, along with an activation in Brisbane’s CBD on Thursday, 6 March, inviting customers to "catch a free dessert" to celebrate the launch.

The Dinner Your Dessert range will be available at Baskin Robbins stores nationwide for a limited time only.

Credits:

• Client: Baskin-Robbins
• Campaign Creative: Type & Pixel
• Activation: Because
• PR & Influencer Engagement: alt/shift/

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