Tip Top is making the most of its move to eliminate synthetic ingredients from its recipes, putting the food colourings to good use in new promotional posters.
The posters were illustrated by Mike Davison, head of design at Tip Top's agency Colenso, and were hand screened at Artrite Screenprinting in Auckland. They'll be used on Adshels nationwide and will accompany a wider campaign using TV, digital, PR, and the brand Facebook page.
“We just thought it was a great way to further tell the story, not to mention a practical way of using up some unwanted colours," says Colenso executive creative director Steve Cochran.
Tip Top says more than eighty percent of its ice creams and iceblocks are now made with only natural colours and flavours and it's on target to reach 100 percent by the end of February.
“Tip Top is nearly finished changing all our recipes to only natural colours so we have some leftover ingredients that we don’t want to use anymore," says Minna Reinikkala, Tip Top's group marketing manager. "It’s fun to see them being used for something so creative.”
The brand is also building on its strategy of getting its products out to punters over summer with new games developed by Satellite Media, aimed at drawing a crowd.
The first of the virtual reality games, Frozen Frenzy, lets visitors virtually take control of switches and buttons in a Tip Top factory, requiring them to jump and lunge to keep ice creams moving. They can get their photo taken mid-action and find the image on the game website. The second virtual reality game is a space adventure for kids, Popsicle Launchpad.
The tour has worked its way around various locations since December, including Auckland, Whangamata, Taupo, Wellington, New Plymouth, Hamilton and Blenheim.
"What we thought was lovely about this was the ability to go into communities where They don't always get things," says Reinikkala. "Everything happens in Auckland. We wanted to have a community feel to the activation."
Fans took to the Facebook page to voice their disappointment about locations the tour would miss, but Reinikkala says Tip Top was making the most of its travel investment with the route it chose.
Agency: Colenso BBDO
Creative directors: Steve Cochran, Mike Davison
Account team: Lisa Walton, Eddie Thomas
Agency producer: Sheriden Derby
Media Agency: OMD Clients: Minna Reinikkala (group marketing manager), Natacha Clark (senior brand manager)