Take Gaytime out of supermarket freezers and into the world, with a concept that celebrated one of the ice cream’s most loved elements – its vanilla crumb.

Firstly, take the much loved crumb, and put it ‘on steroids’ with five ridiculous but delicious new Gaytimes.

We then gave them utterly silly names to grab media attention whilst aligning with the Streets ice cream creative platform of ‘Goodbye Serious’:

• Unicorn Breath – vanilla crumb, musk sticks, strawberry hard candy, popping candy, edible glitter

• Crumb Choc Millionaire – chocolate crumb, smashed potato crisps, desiccated coconut, 100s & 1000s, edible glitter

• Chocopalooza – chocolate crumb, lolly bananas, 100s & 1000s

• Golden Chief’s Salty Gaytime – vanilla crumb, pretzel bits, salted caramel drizzle

• The OG-G – with extra vanilla crumb

To excite media even more, we also created Golden Gaytime Crumbs… in a tin.

All elements need to be created, built and installed in two and a half months, and over the Christmas period. This included two separate pop-ups for Sydney and Melbourne, five ice creams, Crumb Tin design and branded assets as well as all the certification that comes with running a food service pop-up.

The pop-up featured elements to excite consumers, including Perspex crumb containers, a front-and-centre melted chocolate bain-marie for dipping and colourful branding like picket fences, festoon lighting and a social media wall for consumers to snap their ice creams with.

Everything was created with media appeal in mind. It needed to be colourful, crazy and photographable and the combination of strong image assets and the pop-up itself delivered fantastic media results.

Business Impact:

• In 38 days, we sold 59,211 ice creams (and tins), or 1,558 a day (KPI of 800 per day)

• Gaytime and Streets cut through the clutter with the Crumb Shed dominating category conversation in the week of launch

• The huge hype around Gaytime Crumb Shed contributed to Streets delivering a 4.4% increase in penetration on last year across its four major brands and a 6% increase in sales

Consumer Awareness:

As a result of supporting PR campaign

• 213 pieces of coverage (KPI of 52 pieces)

• 84 million opportunities to see (KPI of 3.5 million)

• Over 33,000 shares from media sites

• 49,000 organic social media likes

• Over 920,000 views of social media video

• 100% positive tone across media coverage