Leave Room For Memphis Meltdown by Colenso BBDO Auckland for Memphis Meltdown

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Leave Room For Memphis Meltdown

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Industry Ice cream & Cold desserts
Media Digital, Interactive & Mobile
Market New Zealand
Agency Colenso BBDO Auckland
Released November 2015

Awards

Ad Stars 2016
Integrated Product & Service: Foods Silver
Design Product & Service: Foods Bronze
Media Product & Service: Foods Crystal

Credits & Description

Brand: Memphis Meltdown
Agency: Bbdo
Description: Memphis Meltdown is New Zealand’s most gigantic ice cream on a stick, and competes directly with big spending Magnum. Despite its larger size, Memphis had become lost in a category overcrowded with options and obsessed with NPD. In 2015, Memphis was selling 1,000,000 fewer ice creams than they were in 2013.Our brief was to disrupt the category and stop the brand’s hemorrhaging sales. We needed to find something that Memphis could hang its hat on, to start stealing share from Magnum (its biggest rival). Our x-x-x-x-x-x-x-x-objective was to create a campaign that would directly drive purchase and increase sales of our ice creams in the declining away from home channels.