Choose Your Next Adventure.
Ice cream challenger Nuii tried to out-adventure Magnum rather than outspend it, with 3D billboards, landmark takeovers and a sampling truck touring the UK.
- Brand
- Nuii
- Agency
- ZEAL
- Market
- UK
- Region
- Global
- Year
- 2025
The challenge
Nuii wanted to become the UK's top premium stick ice cream but could not outspend Magnum in conventional media. It needed to give 20 to 40-year-old urban adventurers a reason to pick it.
The idea
ZEAL built the platform around discovery, tied to Nuii's globally sourced ingredients and unusual flavours. The brand's first 3D anamorphic ad ran on Piccadilly Lights, alongside a 200ft takeover at Clapham Junction and sound effects at St Pancras. A branded adventure truck toured the country handing out samples, with shopper activation and social content linking the two.
Results
- According to the case study, the sampling tour delivered 800,000 trials.
- The case study reports 32.1% value sales growth against a 3.3% category average.
- By the case study's figures, impulse sales grew 176% year on year and market share doubled.
Case study source: Creativebrief Source ↗
Credits
- Creative agency
- ZEAL
