Little paddock ice cream hunts out little creative agency to launch new range

  • Design
  • August 15, 2012
  • Deirdre Robert
Little paddock ice cream hunts out little creative agency to launch new range

Call it what you will: Artisan, upmarket food, gourmet. The market for specialty food certainly seems to be growing in New Zealand. Farmers’ markets are cropping up all over the place, there’s websites dedicated to it, supermarket refrigerator sections seem to be hosting an ever-growing selection of it and thanks to the likes of Nosh and Farro, there’s even entire supermarkets dedicated to it. But in a market where locally produced foods are often competing with the cheaper, mass-produced alternatives produced by the big boys, and increasingly, each other, presentation and marketing is key. And Hunter, which dubs itself the “world’s smallest global creative agency” reckons it got it right when it comes to its packaging design for new boutique ice cream company, Little Paddock.

Auckland-based Little Paddock launched its range of ice creams last week at the Auckland Food Show. Hunter’s Auckland-based executive creative director Matthew Gibbins says there are certain clichés when it comes to ice cream branding, describing much of it as " jump out and shout at you packaging". The aim was to “stay a million miles away from those clichés”.

“Little Paddock itself is a friendly, human brand, so we wanted to bring a bit of that into the packaging — to make it feel human and crafty. Quite a few ice cream brands go very loud on colours. We thought we’d make a point of difference by designing the packaging to be more natural and honest. It’s a bit more pared back and that makes it feel a bit more honest I think.”

Names like ‘Baby Cupcake’, ‘Mister Boysenberry’ and ‘Captain Vanilla’ were created in collaboration with the very small team at Little Paddock.

“We had quite a few discussions over what would be interesting names for the products,” says Gibbins. “Captain Vanilla came out of the fact that everyone loves vanilla and this was the leader of the pack.” Baby Cupcake was an obvious one — it has baby cupcakes in it.

The back of the tubs feature expansive, quirky stories that Gibbins hopes will strike a chord with consumers.

“We basically wanted to make people smile when they picked up and read the packaging. We wanted something that stands out in the freezer cabinet.”

The brand is slowly but surely infiltrating supermarkets across the country and once that’s complete, it has its sights set on Australia.

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Kiwi entrepreneur looks to shake up the recruitment market with video CVs

  • Tech
  • September 27, 2016
  • Erin McKenzie
Kiwi entrepreneur looks to shake up the recruitment market with video CVs

Earlier this month, a young Auckland professional made headlines for using Facebook to try and land his dream job. Edward McKnight used ads on the social media site to target ASB staff as a way of applying for the role of youth and innovation sponsorship manager at the bank. And while McKnight has yet to be offered a job at ASB, it’s a sign that the traditional recruitment process of sending in a CV and crossing your fingers may be in for a shake-up. Hoping to do just that is the new recruitment platform PreviewMe. Set to have its beta version go live early next month, the website hopes to reduce the pain points of both candidates and employers by introducing video to the recruitment process.

Read more
Next page
Results for

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.


Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit