/ Hinterland

  • /Brand Strategy
  • /Naming
  • /New Brand Creation
  • /Packaging Design
  • /Website
  • /Shopper Marketing
  • /Social Content
  • /Communications

Challenging in premium.

Norco had been making premium ice cream on the north coast for over 70 years – it just needed a brand that would delight consumers in order to challenge category giants.

Norco is Australia’s oldest, 100% Australian farmer owned dairy co-op. While it’s famous for dairy on the North-Coast of New South Wales, it’s lesser known nationally for its quality ice cream. With a $25 million upgrade to its Lismore-based ice creamery, Norco was looking to gain a higher dollar per litre return on its milk through producing higher value products like premium ice cream under its own brands.

Hinterland was born from the idea of telling a premium ice cream story through the lens of the artistic and enchanted area beyond the hills of Byron Bay. A mesmerising kaleidoscope is the perfect vehicle for showcasing beautiful ingredients and creating maximum taste appeal at shelf. Let your tastebuds wander.


Hinterland has exceeded all our business expectations. With packaging purchase intent well above category benchmarks, it delivered strong sales from day one, leading to the range doubling in size within 12 months.

/ Ben Menzies General Manager Commercial & Strategy