In 2018 we launched Tip Top and Whittaker’s new indulgent ice creams.
And real indulgence isn’t beautiful.
We wanted to showcase just how delicious this new product was by turning traditional premium ice cream imagery on it’s head. The category is often dominated by women posing with an uneaten product, or taking small, very controlled bites. Our imagery celebrated real consumption - the messy, joyful reality of eating the product.
This concept was delivered with a striking high-fashion treatment that delivered an iconic campaign.
Client: Fonterra
Agency: Mars
Photographer: Mara Sommer
Production Partner: Collective Force
An early sketch shows how the clear concept translated through to execution.
