Whittaker’s Event, Activation and Social

Coconut Ice Block

Whittaker’s were on a quest to share the love with worthy causes, a core thread to their brand values. They’d chosen Plunket, a charity close to their hearts. They put a new spin on the nostalgic Coconut Ice slice and made it in block form, but with their own twist. A surprise! The blocks could be pink or blue, but you’d only know once opening it!

Plugging into a phenomenon MBM made this product a must have in the gender reveal and baby planning world. It was a campaign bigger than the product itself, with social and video used as critical channels.

We recruited real life parents, intercepted scans, and become baby shower planners for each expectant parent, at their home surrounded by family and friends. All for the cause of creating great social content to seed the campaign.

The strategy saw social media users replicating our gender reveal parties and deliver earned media worth celebrating and better yet, it was all for a good cause.

  • Our campaign was an award winner! CAANZ BEACON Awards 2020: Silver- Creative Media Idea
  • CAANZ BEACON Awards 2020: Silver- Best Use of Event / Activation
  • CAANZ BEACON Awards 2020: Silver- Best Use of Social