There are a few things you can expect from a New Zealand summer: torrential rain, sunburnt tops of the feet and sausage and booze-related weight gain. You can also expect a campaign from Tip Top, but this year's effort is a bit different—and more logistically challenging—than normal, because it's launched a big new brand platform and is "on a mission to make New Zealand Feel Tip Top this summer, one ice cream at a time".
Colenso's managing director Nick Garrett says Tip Top has been in something of a holding pattern for the past 18 months as it dealt with various business issues like distribution and supplying a couple of key product ranges. But now is the hour to "show what Tip Top is all about".
"Tip Top was a product and a brand," he says. "And there are a lot of products made by Tip Top but the New Zealand consumer doesn't know that. So we had to raise Tip Top up to become a brand house."
'Feel Tip Top' is the big idea and all the products—except for its premium offering, Kapiti—will live inside that house, he says, with specific marketing for the likes of Memphis Meltdown and Fruju continuing. And, perhaps bravely, he envisages this nationwide experiential push being the start of what he hopes could be a decade-long campaign.
Group account director Sue Gill says the response has been amazing since the campaign's launch on Sunday, with 6,147 entries as of this morning and plenty of inspiring stories being told about deserving recipients, who are able to post their requests through a Facebook app.
"It's about empowering New Zealanders to make them feel Tip Top every day. It's really about those special moments ... Some of the stories are amazing. And for me it really highlights the sentiment of New Zealand as a whole."
While ice cream is a seasonal product, it's not as seasonal as many think, and while the Colenso pair weren't too keen to talk about that, we've heard it's about a 60/40 split from summer to winter (on the plus side—or plus size—for manufacturers, New Zealanders are amongst the highest per capita consumers of ice cream in the world).
While Tip Top is obviously accustomed to delivering frozen treats around the country, delivering them to individuals in a big truck is a different kettle of fish. But Gill says production company Rubberneck has helped make the process a smooth one.
Interestingly, another of Fonterra's brands, a new breakfast drink called Anchor Fast Start, is also embracing the idea of a national roadtrip at the moment with a campaign out of Shine, which generally looks after Fonterra's smaller brands.
Creative Chairman: Nick Worthington
Executive Creative Director: Steve Cochran
Creative Director: Aaron Turk
Deputy Creative Director: Mick Stalker
Art Director: Scott Kelly
Copywriter: Mick Stalker
Group Account Director: Sue Gill
Project Manager: Ali Vernon
Planner: Sue Gill
Client name: Craig Griffin, Marketing Manager, Minna Reinikkala, Group Marketing Manager
Media Agency: OMD
Agency Producer: Emma Tait
Digital Creative Director: Aaron Turk
Digital Art Director: Aaron Turk
Digital Designer: Josh Yee
Digital Developer: Matt Visser
Agency Producer: Ali vernon
Production Company: Rubberneck
Production Company Producer: Daniel Thorn
Director: Johnny Barker
Sound Design: Franklin Road
DOP/Cinematographer: Drew Surge
Editor: Johnny Barker
Post Production (Vis. Effects Co.): Sparks
Music - Artist/Title Johnny Barker/On the Road