Tip Top delivers Icecreams to kiwis’ doors in new integrated campaign via Colenso BBDO NZ
In a campaign created by Colenso BBDO, Tip Top has been travelling the country hand-delivering Tip Top ice cream to Kiwis nominated by their family, friends, and community – and this tour continues until the beginning of December, with actor and musician Johnny Barker as the face of the campaign.
To date, over 30,000 Kiwis have already nominated friends to receive an ice cream through an app housed on the Tip Top Facebook page – and over the next few months, New Zealanders will be able to see these delivery’s play out in their ad breaks as deliveries to selected nominees nationwide have been filmed to play as ads on TV, and online.
Says Minna Reinikkala, Tip Top group marketing manager says “The number of New Zealander’s keen to nominate their loved ones to feel Tip Top has been overwhelming. Tip Top is proud to have hand-delivered over 20,000 ice creams to individuals and community groups all over the country.”
Key highlights of the campaign so far include a kiwi Mum based in Canada bringing her daughter Jane to tears with a Jelly Tip delivery accompanied by a touching video message, a school teacher in Auckland sending her entire year 2 class a Popsicle Blasta delivery to say thank you for a surprise party they had thrown her, and 9 year old birthday boy Luca receiving a Summer Trumpet from Barker and the crew as he walked home from school.
Says Nick Garrett, Colenso BBDO managing director: “We’re thrilled with the feedback we’ve had so far. Some of the stories have brought tears to eyes. The ‘Making Jane Feel Tip Top’ story sums up the spirit of this campaign for us, we couldn’t have scripted it better.”
The campaign is being supported with live crosses on both local radio and Breakfast TV, with presenter Sam Wallace catching up with Barker and the delivery truck in towns all across the country. In addition to this, the U-Live team has been checking in with the Tip Top crew live once a week for an update from Barker on the tour to date.
Alongside the personal deliveries, along the way, Barker and his truck driver Jason are also making impromptu deliveries to community groups right across New Zealand, like the Police stations, department of conservation workers and local sports teams.
Tip Top is set to surprise as many deserving Kiwis as they can this summer; it is their mission to remind New Zealanders how good giving, receiving — and of course eating ice cream — makes us feel.
Agency: Colenso BBDO
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
Senior Planner: Sue Gill
Senior Account Director: Lisa Walton
Account Executive: Lucy Hartstone
Project Manager: Ali Vernon
Digital Agency Producer: Emma Tait
Digital Designer: Josh Yee
Digital Developer: Matt Visser
Production Company: Rubberneck
Director: Johnny Barker
Producer: Daniel Thorn
Post Production: Sparks
Sound Design: Franklin Road
Minna Reinikkala (Group Marketing Manager)
Craig Griffin (Marketing Manager)
Rhys Denny (Senior Brand Manager)
Media Agency: OMD
Media Team: Jacquie Pierson (Strategy Director)
Lee-Ann Morris (Business Director)
Abi Morrish (Account Manager, now Account Director at Fuse)
Lauren Siemer (Senior Account Manager)
PR Agency: Proximity Pulse
PR Team: Gemma Ross, Kate McGahan, Kate Goddard
9 Comments
maybe use a copywriter and director on the next one
Wow, that is so wacky and quirky
Didn’t shine just do this for Fontera who stole the idea from canadian bacon ? do we do anything original anymore
Maybe use an insight and an original idea next time.
…that is just incredible, a total game changer. Man this is an exciting industry.
If that monsterous truck showed up at my place and the tight-ass bastards only gave me one fricking ice cream i’d tell them to shove their release forms up their arses.
There’s that bloody “integrated” word again.
Let’s talk ‘holistically’ about ice-cream. Planners eh.
“This is a very different approach for Tip Top. In the past we have talked about each of their products individually, whereas with this campaign we wanted to talk more holistically about the feeling ice cream can give you”.