CLIENT BRIEF: Develop a brand concept, identity and packaging for artisan ice cream made in New Zealand by a local dairy farmer from organic and sustainable local ingredients, as part of Unilever’s ‘Made Local’ campaign targeting adventure-hungry media-savvy consumers.
INSIGHT: Ice cream is thicker than water.
STRATEGY: SHOW the local, handmade, rough-around-the-edges personality of the product SO THAT it catches the consumer’s eye in a crowded marketplace HELPING TO establish and grow the brand and its customer loyalty, leading to revenue generation.
CREATIVE BRIEF: GET sophisticated media-savvy consumers TO buy this ice cream instead of another brand BY showing its quirky, cheeky, handmade personality.