George Western Foods: Leave Room

Credits & Description:

Client: Fonterra Brands New Zealand, Tip Top
Product: Memphis Meltdown
Entrant: Colenso Bbdo Auckland, New Zealand
Idea: Colenso Bbdo Auckland, New Zealand
Editor: Aug 10 2015 12:00am
Creative Chairman: Nick Worthington (Colenso BBDO)
Senior Account Manager: Eddie Thomas (Colenso BBDO)
Executive Creative Director: Steve Cochran (Colenso BBDO)
Senior Art Director: Brett Colliver (Colenso BBDO)
Creative Group Head: Simon Vicars (Colenso BBDO)
Business Director: Cath Bosson (Colenso BBDO)
Production Manager: Tejas Salway (Fonterra Brand NZ)
Brief Explanation
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.