Brief

In response to Aussies’ changing dietary preferences, Unilever’s portfolio of ice cream brands including Magnum, Cornetto, Ben & Jerry’s, Blue Ribbon and Weis simultaneously launched reduced calorie, high protein, dairy-free/vegan and real fruit products.

Mango was tasked to deliver a creative campaign with a category focus that raised awareness of this ‘Better For You’ ice cream and ultimately drive sales.

Activity

Following a competitive pitch, Mango built on the creative insight that whilst more and more Aussies followed diverse diets, many felt judged for it. Our goal was to position the range of new products as the most inclusive ice cream in the world. Under the platform Ice Cream for All we would launch products that don’t discriminate and drive a broader conversation around food preferences.

The highly integrated campaign featured several unique elements including consumer research, a fashion label and online store, a market stall launch event and street posters. This was supported by wide-ranging publicity and an influencer engagement program. Mango concepted and executed all elements.

Results were exceptional with coverage not only of the new products but a strong category story around changing diets running too. 87 pieces of coverage with a potential reach of 61 million were secured as well as a potential audience of eight million via influencers and over two thousand ice creams were sampled via our stall.