|Title||BACK TO NATURE|
|Brand||FONTERRA TIP TOP|
|Product / Service||TIP TOP|
|Entrant||COLENSO BBDO Auckland, NEW ZEALAND|
|Entrant Company||COLENSO BBDO Auckland, NEW ZEALAND|
|Advertising Agency||COLENSO BBDO Auckland, NEW ZEALAND|
|Media Agency||OMD Auckland, NEW ZEALAND|
|Nick Worthington||Colenso BBDO||Creative Chairman|
|Steve Cochran||Colenso BBDO||Executive Creative Director/Copywriter|
|Mike Davison||Colenso BBDO||Art Director|
|Lisa Rixon||Colenso BBDO||Senior Account Director|
|Lucy Hartstone||Colenso BBDO||Account Manager|
|Eddie Thomas||Colenso BBDO||Account Executive|
|Sheriden Derby||Colenso BBDO||Producer|
|Minna Reinikkala||Fonterra Tip Top||Group Marketing Manager|
|Craig Griffin||Fonterra Tip Top||Senior Product Manager|
Because Tip Top replicated the flavours and colours of their well loved ice creams so accurately, even hardcore fans wouldn’t notice when they ate them. So we were asked to make them aware of this fantastic product development in a way that would get attention, talk and be in the fun spirit of ice cream.
To announce that New Zealand’s biggest ice cream maker, Tip Top, had moved to using only natural flavours and colours, we printed a series of illustrate outdoor posters. But instead of ink, we used up the left over artificial food colouring from their factory to prove it.
The desire to print with artificial food colouring led us to our screen printer to test if it would. We were delighted to not only discover it did, but the test prints would inspire the illustration style we would eventually use. The simple squeegee strokes of bright primary colours overlapping each other seemed the perfect expression and technique to create bold and simple ‘celebrations’ of ice cream colour. And so rather than have large copy or headlines we deliberately allowed the big illustrations to grab the attention and small intimate copy to draw viewers in for the pay off.
Tip Top have had a great response to the campaign - and their business decision to go natural. Sentiment in social media and press has all been extremely positive –as you’d expect with such a good-willed and ethical move. But also (for the first time ever) they’ve had people actively reaching out requesting copies of their advertising – we hope for their walls and not to eat.