Tip Top Ice Cream and Colenso BBDO have launched a new creative platform ‘Good to Share’ that takes a look at how ice cream is an essential part of the Kiwi summer.
A 30-second spot shows groups of friends and families sharing Tip Top products, as well as sharing their good times on social media platforms; using emojis, taking selfies and video calling each other.
Colenso BBDO executive creative director Steve Cochran says the campaign was inspired by the idea that ice creams are something we predominantly enjoy with others.
“And because we capture and share those occasions so readily these days, ice cream naturally shows up in social content. So, embracing the language and aesthetic of social sharing became quite central to our idea of ice cream sharing.”
He says creating a complete campaign for a broad target, including those elusive 18- to 24-year-olds, means shoots have become as much a content gathering exercise as they are a script shooting one.
“Making a single highly produced TVC is often not going to cut it these days, we need to use our budgets to produce lots of small reasons to pop up in a multitude of channels with something fresh or interesting. ‘Good to Share’ is a perfect platform for just that.”
Katie McClure, Tip Top group marketing manager, says the company is proud of what they do and how they do it.
“Our New Zealandness. Our history. Our ingredient story. Our open factory tour. Our staff. It’s all stuff New Zealanders can be proud of too. We want to share these great stories that our brand has. And if possible, help Kiwis appreciate what makes Tip Top so unique and special.”
The campaign's roll-out has been orchestrated by Mediacom starting with the 30-second spot, a 15-second cut down and out of home, with more videos and social activity to come on TV, digital channels, Facebook, Instagram and Snapchat.