Summer out-of-home

Premium ice cream brand Nuii has launched its biggest ever UK campaign in partnership with brand activation agency ZEAL. The £14m brand marketing campaign combines high-impact out-of-home, 3D anamorphic creative and immersive sampling experiences to dial up the brand’s indulgent credentials and drive national visibility at scale.

The latest iconic OOH activity to launch as part of the campaign is a brand-new execution at the 200 foot-long Clapham Colossus – the UK’s busiest train station site, designed to stop consumers in their tracks. It follows Nuii’s recent takeovers of landmark OOH locations including Piccadilly Lights, Europe’s largest digital advertising screen, and Waterloo Motion, Europe’s biggest indoor screen. The campaign also features activations at London’s busiest commuter hubs St Pancras and Kings Cross.

Each creative execution spotlights Nuii’s distinctive USPs – from indulgent textured ice cream and swirls of sauce, to ingredient provenance and layers of flavour– with messaging flexed to fit format and location. At Piccadilly Lights, the brand’s first 3D anamorphic display brought to life a giant ice cream, accompanied with a koala, nodding to the adventurous tone of the brand. At St Pancras, immersive sound effects spotlit the provenance of ingredients used in Nuii ice creams and enhanced the sense of discovery.

The multi-channel push is supported by a national sampling campaign – the biggest in Nuii’s history – together with TV and video-on-demand, cinema advertising, social and digital media managed by the7stars.

The campaign aims to further establish Nuii as the premium indulgent ice cream stick brand in the UK.