New Zealand Natural’s social was not getting traction. We knew social was a perfect low cost, broad reach medium to engage with consumers hungry for great tastes and experiences. However, the traditional social story-telling devices (such as happy people eating ice-creams or food porn) were simply not differentiating the brand or delivering cut-through – much less driving significant engagement and foot traffic. It was also a slow and expensive process to constantly re-shoot fresh talent or pack shots for somewhat average ROI.
We knew that we needed a story-telling, “vehicle”. Something flexible, fun and engaging that we could use to spice up the social feed and put a smile on the dial of our consumers. The typically laconic and Kiwi, Tub ’n’ Cone characters were born.
The results? Alongside traditional appetite appeal posts and DR Social, our intrepid characters bring humour and a sense of charm to the brand that differentiates in an authentically Kiwi way and resonates in both local and international markets. They can also be brought out quickly and efficiently to engage tactically around key events and dates.
Tub and Cone have now helped New Zealand Natural reach hundreds of thousands of ice cream lovers internationally and increased average brand engagement on Facebook by nearly 400%.