Wall’s Ice Cream launches £10m summer masterbrand campaign

Leading ice cream brand Wall’s is putting their biggest investment to-date behind a masterbrand campaign, investing a substantial £10 million.

The 360-degree marketing campaign 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.

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. During the TVC, Wallie breaks free to spread joy and refreshment around a city on a hot summer’s day to people in the street, train station, convenience store and even in the office, leaving them with a ‘Taste of Happiness’.

While the campaign will be heroed by Wallie and the red Wall’s Heart, it includes a selection of their most popular and iconic 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, to attract new shoppers to the category and help drive more ice cream sales for retailers.

The campaign will be brought to life across various touchpoints including TV, digital, social media, podcasts, radio, POS, in-store activations, and a world first OOH execution to drive awareness and encourage footfall for retailers.

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 is now live at Westfield Stratford and Manchester One.

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 surprising 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.

“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,” Louise Morley, Wall’s marketing manager at Unilever, said.

“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.”

Wall’s has continued to drive growth within the ice cream category, driven by its collection of well-loved sub-brands, such as Cornetto, which is growing at 15 per cent value, Solero, growing at 27 per cent value, and Wall’s Kids growing at 13.4 per cent in value sales.