Description:

Our strategy, centred on the adventurous spirit and deep connection we have with the land, is encapsulated in our brand essence, "Choose your next adventure." This, along with ‘Where nature meets indulgence,’ drove our masterbrand idea for Kāpiti Ice Cream. We emphasised Kāpiti's strong provenance story, commitment to indulgence, and Kaitiakitanga (sustainability & guardianship), highlighting the use of pure ingredients sourced from our unique natural environment. Guided by our four brand pillars—Adventure, Provenance, Indulgence, and Kaitiakitanga—we aimed to deliver a unique flavour experience that embodies our adventurous and environmentally conscious spirit.

The Kāpiti island map became a distinctive brand asset, unifying our visual storytelling across all touchpoints and showcasing native flora, fauna, and ingredients. Consistent visual beauty was maintained across all media, using tranquil local landscapes, calming music, and luxurious ingredients to create a moment of peace and indulgence for our audience.

Our media strategy ensured strong brand recognition through consistent visuals across TV On Demand, Digital, Social, Out-of-Home (OOH), and in-store point-of-sale displays. This comprehensive approach led to significant brand growth, nearly doubling our loyal audience, resulting in a 12.1% increase in brand value and a 5.6% rise in market share. By incorporating sustainability through Kaitiakitanga and Rainforest Alliance certification, we ensured the guardianship of natural resources for future generations. Our campaigns, reflecting Aotearoa’s flora and fauna and maintaining a social tone, resonated deeply with our audience, supporting the brand's long-term success.