NZ Natural - integrated campaign to launch a new world of flavours.

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 had a suite of new flavours that they needed to launch into supermarkets, gain traction, secure shelf space and grow – on a small, narrow-window launch budget.

Initial supermarket listings were only secured in key regions, so we also needed smart, geo-located messages and media to target household shoppers in the key retail catchment zones.

The Solution

An integrated campaign with high-impact visuals bringing the new flavours to life. Paid social advertising and outdoor (billboards and adshels) around the key stores were geo-targeted at ‘foodie’ consumers who were most likely to relish the chance to try the new flavours. To directly track ROI we also used good old-fashioned coupon redemption via a buy-one-get-one-free offer to drive foot traffic, purchase and trial of the new flavours.

The results

Over 200,000 people were reached via paid social alone, driving over 14,000 coupon redemptions inside a two-week window.

The outdoor activity generated huge reach with over 2.6M billboard views and a further 2.2M adshel views - enticing people to check out the tantalising new flavours in stores.