Weis Juicy Cuts
Weis Frozen Foods
Issue 43 | June 2017
Agency
Clemenger BBDO Brisbane
Creative Team
Creative Directors: Cristian Staal & Marianne O'Brien (née Harvey) Creatives: Andy Geppert & Christie Luxton Director: Siobhan Mulready (Kiosk) Music: YesYou Photographer: Kenny Smith
Production Team
Agency Producer: Robyn Dodd Production Producer: Sara Taghaode (Kiosk) Post Production: Chop Shop
Other Credits
Managing Director: Rob Hudson Strategy Director: Gay Chinchen Group Account Director: Christine Gannon Senior Account Director: Jane Harding
Date
November 2016 – March 2017
Background
Weis is a well-loved Australian ice cream brand with a 60 year heritage. Coming in a range of flavours, the ice cream bars contain a strip of iced fruit alongside a strip of vanilla ice cream. The challenge was to make a new generation of younger Aussies fall in love with Weis, while highlighting a key truth about the product – that Weis only use real, whole fruit in their ice cream.
Idea
Weis Ice Cream is made from summer fruit. So to showcase this, a summer soundtrack was created, where fruit became instruments. Using nano computers and wires, a sampling desk was made from fruits like mangoes, watermelon, and summer berries. Weis Juicy Cuts launched as an exclusive summer track, produced and performed live on fruit by Aussie DJs YesYou. Initially performed at live events, the campaign then ran across a range of social, online and outdoor channels. Interactive sampling, live radio performances and music festival gigs kept the party going over summer. And the track, 'Make Me', was also released on Apple Music and Spotify.
Results
The campaign delivered over 9.3 million impressions, from a modest media budget of under $500K (USD). Unprompted awareness doubled, and most importantly, sales are up YoY, up on Category, and significantly ahead of targets.