Title | LEAVE ROOM |
Brand | FONTERRA BRANDS NEW ZEALAND, TIP TOP |
Product / Service | MEMPHIS MELTDOWN |
Category | E01. Non-Standard Indoor Advertising |
Entrant | COLENSO BBDO Auckland, NEW ZEALAND |
Idea Creation | COLENSO BBDO Auckland, NEW ZEALAND |
Name | Company | Position |
---|---|---|
Nick Worthington | Colenso BBDO | Creative Chairman |
Eddie Thomas | Colenso BBDO | Senior Account Manager |
Steve Cochran | Colenso BBDO | Executive Creative Director |
Brett Colliver | Colenso BBDO | Senior Art Director |
Simon Vicars | Colenso BBDO | Creative Group Head |
Cath Bosson | Colenso BBDO | Business Director |
Tejas Salway | Fonterra Brand NZ | Production Manager |
Ice cream advertising in-store is focused on one place – the chiller. This makes it a cluttered environment, where every ice cream brand fights for the customer’s attention. By creating a range of miniature meals and placed them on shelves beyond the chiller, we were able to directly engage, disrupt and influence the customer in their purchase process, and drive them towards the chiller, and towards a Memphis Meltdown. We turned the store aisles, with our miniatures, into an anything but standard media channel.