NZ Natural - A tighter brand positioning and brand voice improves Social ROI by 400%.

NZ Natural Ice Cream is a proudly New Zealand–made brand known for crafting fresh, creamy ice cream and sorbet.

The Challenge

New Zealand Natural’s social was not getting traction. We knew social was a perfect low-cost, broad reach medium to engage with consumers hungry for great tastes and experiences… however, the traditional social story-telling devices (such as happy people eating ice-creams or ‘food porn’) were simply not differentiating the brand or delivering cut-through – much less driving significant engagement and foot traffic. It was also a slow and expensive process to constantly re-shoot fresh talent or pack shots for distinctly average ROI.

The Solution

We knew that we needed a tighter brand positioning that leveraged not just our ‘natural NZ’ credentials – but an emotional point of difference as well as a story-telling ‘vehicle’ - something flexible, fun and engaging that we could use to spice up the social feed and put a smile on the dial of our consumers.

The typically laconic and Kiwi, Tub ’n’ Cone characters were born. This allowed us to bring a uniquely Kiwi sense of humour to the table and differentiate beyond fresh milk and green pastures. It also allowed us to be agile and pop-up every day in every way in social, in ways that other ice cream brands were unable to emulate.

The results

Alongside traditional appetite appeal posts and paid social advertising, our intrepid characters brought humour and a sense of charm to the brand that differentiates in an authentically Kiwi way and resonates in both local and international markets.

Tub and Cone have helped New Zealand Natural reach millions of ice cream lovers internationally and increased average brand engagement on Facebook by over 400%.