Memphis Meltdown Winter Activation
Turning the heat up on winter ice cream sales with a captivating brand activation
Client:
Tip Top
The brief
Memphis Meltdown is a legend in New Zealand’s ice cream scene, but selling single-serve ice cream during winter? That’s a challenge for any brand. Tip Top needed a smart, hard-hitting in-store activation to keep Memphis Meltdown top of mind and, most importantly, flying out of freezers during the cooler months.
Our curious spark
How do you make an ice cream feel essential in winter? By giving people a reason to indulge — one that’s as big and bold as the brand itself. We needed a hook that was unmissable, irresistible, and seamlessly connected to the Memphis Meltdown experience.
Why this campaign matters
August and September are historically tough months for impulse ice cream sales. Consumers don’t actively seek out frozen treats when the temperature drops, and convenience store freezers are packed with competitors. We needed a campaign with instant appeal — one that made choosing Memphis Meltdown a no-brainer.
Activating curiosity and creativity
Our curious crew at work
By making the act of buying a Memphis Meltdown feel like an opportunity, we reframed winter as a peak sales moment rather than a seasonal slump. Every element of the campaign was designed to be simple yet powerful — easy to understand, instantly engaging, and perfectly aligned with the brand’s bold personality.
Proof that curiosity pays off
Increased winter sales
Memphis Meltdown bucked seasonal trends, seeing a 30% increase in sales vs the previous year’s sales period.
High engagement
The promo saw strong uptake, with thousands of consumers entering for their chance to win.
Brand buzz
The campaign strengthened Memphis Meltdown’s reputation as a fun, high-energy brand that rewards its fans in unexpected ways.
Lessons in curiosity
This campaign proved that a simple, well-executed sales promotion can do more than just drive purchases — it can shift consumer behaviour. By making every Memphis Meltdown moment feel like a potential win, we turned winter into a winning season for Tip Top.