In this episode, I break down one of the most beautifully crafted campaigns from H1 2025—Legacy Tap. We talk strategy, audience gaps, emotional truth, and why some ideas hit you harder than a QR code ever could.

In this debut episode of Barely Creative, we dive deep into Mars Wrigley’s latest award-winning campaign, “For You Who Did That Thing You Did.”

What starts as a feel-good Mars Bar giveaway turns out to be a smart move into the eComm and AI space — with Amazon Australia as the perfect partner. We unpack the strategic timing, the business tensions behind the brief, and how this campaign quietly future-proofs Mars in a very loud category.

No fluff, just fair assumptions — and a whole lot of chocolate-fuelled thinking.

Have something to say? Email us at podcast@barelycreative.com.au.