Tip Top uses leftover synthetic food colours to launch new poster campaign via Colenso BBDO
To highlight Tip Top’s move to only natural colours and flavours, Tip Top has extended its Feel Tip Top campaign with innovative outdoor poster executions via Colenso BBDO. The limited run posters, which are all hand screened, utilise synthetic food colours instead of ink.
Says Minna Reinikkala, Tip Top group marketing manager: “Tip Top is nearly finished changing all our recipes to only natural colours so we have some leftover ingredients that we don’t want to use anymore. It’s fun to see them being used for something so creative”
An initial test by Artrite Screenprinters was done to see if food colouring would even work. And then Mike Davison, head of design at Colenso, illustrated two ice cream posters, to ‘celebrate colour’ and hopefully make people feel Tip Top.
Says Steve Cochran, executive creative director, Colenso BBDO: “We just thought it was a great way to further tell the story. Not to mention a practical way of using up some unwanted colours.”
Both posters will run in pedestrian targeted Adshel media around the country to supplement the wider campaign of outdoor, TV, digital, and PR, with more information available on the brand’s Facebook page.
More than eighty per cent of Tip Top ice creams and ice blocks are now being made with only natural colours and flavours and they are on target to be at 100% by the end of February.
NB. Despite being printed with food colouring, it is not recommended anyone try eating the posters.
Agency: Colenso BBDO
Creative Directors: Steve Cochran, Mike Davison
Account Team: Lisa Walton, Eddie Thomas
Agency Producer: Sheriden Derby
Media Agency: OMD
Clients: Minna Reinikkala (Group Marketing Manager), Natacha Clark (Senior Brand Manager)
5 Comments
Love it!
Really nice work guys. Good to see something simple yet clever that catches the eye.
I liked it more the first time Clemenger BBDO, Melbourne did it for left over sugar with Starburst 2 years ago.
http://www.bestadsontv.com/ad/17214/Starburst-Re-Juiced-Leftover-Sugar
If this was done for real, then it’s great… pertinent message that consumers would love, and executed beautifully.
If it’s just a ‘proactive’ effort to attract the attention of award judges, then it’s a beautifully executed piece of advertising wank.
I really hope it’s the former.
So.