Unilever’s Wall’s ice cream brand is putting its biggest investment to date behind a Masterbrand campaign.
Investing £10m across the campaign, this represents a step-change for Wall’s, moving from directly supporting Wall’s sub-brands, such as Twister, Cornetto and Solero, to supporting the Wall’s Masterbrand. A 360-degree marketing campaign will place the well-known red Wall’s heart at the forefront of the activity.
As part of the campaign, the brand is introducing Wallie, a Wall’s ice-cream freezer, who comes to life and features as the main character in the campaign.
While the campaign will be heroed by Wallie and the red Wall’s Heart, the campaign includes a selection of its most popular products, such as Cornetto Classico, Twister Mini and Solero Exotic. The campaign will also showcase some of Wall’s newer products, including Twister Zingerrr, Twister Berrylicious and Cornetto Soft.
This campaign will be brought to life across various touchpoints, including TV, digital, social media, podcasts, radio, POS, in-store activations, and a OOH execution. Proximity media will also be used nationwide with tailored messaging according to weather and location to distribute advertising content near to stores which stock Wall’s.
Wall’s is also launching a world first, utilising out-of-home advertising in a new way through the first ‘WinDOOH’ activation with full motion. The WinDOOH will take 3D digital out of home to the next level, as part of a full motion screen which is able to interact with the world behind it. The WinDOOH will feature augmented animation of Wallie and a variety of the UK’s much-loved Wall’s ice creams, along with eye-catching graphics, to resemble the Wall’s happiness being unleashed. The activation has gone live at Westfield Stratford and Manchester One.
Wall’s is also transforming Sainsbury’s freezer aisles into ice cream vans, and storefronts will receive a Wall’s makeover with branding and ice cream window stickers.
To help bring a dose of Wall’s happiness up and down the country, the brand is also planning to encourage the nation to #Unleashthehappiness by challenging the public to let out their ‘inner Wall’s’ in all sorts of challenges as part of an OOH experiential activation, which will be supported by both a social media campaign and influencer activity. The OOH activation will be live from 28 – 30 June in Westfield Stratford and social media from 22 July, with the support of mass sampling.
Louise Morley, Wall’s Marketing Manager at Unilever, said: “The new campaign champions the Wall’s Masterbrand, fronted by the famous red heart logo, an iconic part of British culture. Wall’s has been delivering ‘A Taste of Happiness since 1922’ and the brand will look to reinforce this message during our biggest ever marketing campaign, featuring world first activations.
“With Wall’s popular sub-brands, such as Twister, in such strong growth, now is the perfect time to showcase the strength of the Wall’s heart, using this activity as a platform to drive awareness and accelerate further category growth.”
