A campaign that leveraged the brand’s cult status in the UK.
Little Moons - the mochi ice cream brand which became a viral phenomenon on TikTok and the UK’s fastest growing ice cream brand - has launched Down Under, disrupting Australia’s ice cream category with 54,000 units sold in the first week.
Little Moons briefed creative agency, History Will Be Kind, to develop and execute a launch campaign that leveraged the brand’s cult status in the UK, while also tapping Aussie’s love of ice cream to redefine the frozen snack category and position Little Moons as the go-to snack this summer.
The agency took an integrated approach to drive buzz and trial across experiential, earned, influencer, social and content, driving multi-millions in retail sales value in the first two weeks of launch with no other advertising activity in play.
Hero activity included branding a vintage ice cream truck and visiting key media houses in Sydney, followed by consumer sampling and branded merchandise giveaway at the iconic North Bondi Surf Life Saving Club.
Influencers were also engaged through History Makers on a paid and contra basis to drive visitation to the Bondi activation and develop taste-test content.
In-house social content created by History Will Be Kind was produced to jump on the TikTok trend of heading to the supermarket to find Little Moons, which took hold in the UK resulting in 2.7 million plus views on TikTok to date.
Howard Wong, co-founder, Little Moons said: “We know Australia is a nation of ice cream lovers but we never dreamed the launch would go as well as it has! Little Moons’ popularity stems largely from its uniqueness - delicious, bite sized treats, perfect for any occasion that offer the familiarity of ice-cream with a soft and chewy layer of mochi.
“Whilst the brand is well established in the UK and Europe, Australia is a whole new world so we looked to HWBK’s creative and strategic thinking to conceptualise and execute the launch. We’ve been really pleased with the outcome, which has helped us to meet and exceed our sales goals at launch. We can’t wait to launch more flavours into market in 2023”. ”
