GOLDEN GAYTIME CRUMB SHED

TitleGOLDEN GAYTIME CRUMB SHED
ClientSTREETS ICE CREAM (UNILEVER AUSTRALIA)
Product / ServiceGAYTIME
CategoryA01. Fast Moving Consumer Goods
EntrantMANGO Sydney, AUSTRALIA
Idea Creation MANGO Sydney, AUSTRALIA
Idea Creation 2 UNILEVER Sydney, AUSTRALIA
Media Placement PHD Sydney, AUSTRALIA
PR MANGO Sydney, AUSTRALIA
Production MANGO Sydney, AUSTRALIA

The Campaign

We wanted to take Gaytime out of convenience store freezers, with a unique experience for that celebrated one of the ice cream’s most loved elements – the Golden Gaytime vanilla crumb. Firstly, take the much loved crumb, and put it ‘on steroids’ by creating five ridiculous but delicious new Gaytimes, each with their own crumb combination. We tested them to produce the best flavour profiles and gave them silly names in keeping with the Streets Ice Cream creative platform of ‘Goodbye Serious’: •Unicorn Breath; vanilla crumb, musk sticks, strawberry hard candy, popping candy, edible glitter •Crumb Choc Millionaire; chocolate crumb, smashed potato crisps, desiccated coconut, 100s & 1000s, edible glitter •Chocopalooza; chocolate crumb, lolly bananas, 100s & 1000s •Golden Chief’s Salty Gaytime; vanilla crumb, pretzel bits, salted caramel drizzle •The OG-G; with even more vanilla crumb To celebrate the crumb even more, we created Golden Gaytime Crumbs in a TIN!

Creative Execution

All elements need to be created, built and installed in two and a half months, and over the Christmas period. This included two separate pop-ups for Sydney and Melbourne, five ice creams, Crumb Tin design and branded assets as well as all the certification that comes with running a food service pop-up. The pop-up featured elements to excite consumers, including Perspex crumb containers, a front-and-centre melted chocolate bain-marie for dipping and colourful branding like picket fences, festoon lighting and a social media wall for consumers to snap their ice creams with. Staff were trained not only in the required food-safety standards but briefed on consumer engagement and getting them as excited and involved as possible in the creation process. Those in the queue were given crumb ‘menus’ to keep them happy whilst waiting. Extensive branding and signage was designed and installed around the pop-up as well as the retailer’s windows.

Describe the success of the promotion with both client and consumer including some quantifiable results

Business Impact: •In 38 days, we sold 59,211 ice creams (and tins), or 1,558 a day (KPI of 800 per day) •Gaytime and Streets cut through the clutter with the Crumb Shed dominating category conversation in the week of launch •The huge hype around Gaytime Crumb Shed contributed to Streets delivering a 4.4% increase in penetration on last year across its four major brands and a 6% increase in sales Consumer Awareness: As a result of supporting PR campaign •213 pieces of coverage (KPI of 52 pieces) •84 million opportunities to see (KPI of 3.5 million) •Over 33,000 shares from media sites •49,000 organic social media likes •Over 920,000 views of social media video •100% positive tone across media coverage Target Audience •Overwhelming response on social delivered a spike in awareness and talkability •The majority Crumb Shed visitors took social media photos of their ice creams and shared online

Explain why the method of promotion was most relevant to the product or service

It brought Australia’s favourite ice cream to life in a completely new way. Through the creation of a highly theatrical pop-up experience and by reinventing the product in ridiculous ways that celebrated what made it loved. Allowing Aussies to create their own Gaytime proved irresistible, and by drizzling, sprinkling, crumbing and dipping their ice creams it made the experience fun and engaging, as was seen through the coverage it generated. It took Gaytime out of the factory and gave it to the people, delivering fantastic business outcomes in a cluttered category, and at a noisy, but crucial time of year.

For both the Crumb Shed pop-up and the five ice-creams, there needed to be an inherent sense of magic, theatre and wonder, which meant that all the ice creams should be handmade in front of consumers. This would also enhance their ‘fresh’ appeal as consumers bit into a cracking chocolate and crunchy crumbs (frozen Gaytime crumbs are usually soft). A consumer journey was also factored in, with servers consulting them on their crazy flavour choice. This ice-cream creation process – ‘naked’ ice creams dipped in melted chocolate then covered in the customer’s crumb of choice and served in a functional but social media worthy serving tray – would excite them. Working closely with the PR team, all assets and imagery needed to work well for media, and particularly social which would be key to driving buzz.

Credits

Name Company Position
Anthony Toovey Streets Ice Cream, Unilever Australia Marketing Director
Scott Minl Streets Ice Cream, Unilever Australia Senior Brand Manager - Streets Ice Cream
Marc Holloway Streets Ice Cream, Unilever Australia Assistant Brand Manager - Streets Ice Cream
Tabitha Fairbairn Mango Communications Pty Ltd Managing Director
Ben Handberg Mango Communications Pty Ltd Group Account Director
Brooke Pilton Mango Communications Pty Ltd Head of Experiential
Michael Ozard Mango Communications Pty Ltd Prodction Director
Elizabeth Culverhouse Mango Communications Pty Ltd Group Account Director
Ben Lynch phd Sydney Planning Manager
Alex Pacey phd Sydney Head of Planning
Kathryn Funari phd Sydney Group Account Director
Elyse Foley phd Sydney Business Director
Jack Munro phd Sydney Planning Manager
Bill Luu phd Sydney Group Trading Director
Jamie Nelson phd Sydney Trading Directort
Lisa Huynh phd Sydney Trading Manager
Lucy Quartermaine Topshop Topman Australia Marketing Coordinator
Eloise Jaksic Topshop Topman Australia Social Media Manager