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In 2015 Memphis Meltdown was again in decline. We were tasked with halting this, and launching Memphis Meltdown's new product Big Forest.

We aimed to do this by broadening our target to all New Zealanders 18 – 29, letting them know that Memphis really is the only product, which happens to be an ice cream, that can satisfy their substantial ‘pick me up’ craving.

‘Leave Room’ set the platform for us to highlight the filling, and fufilling, nature of Memphis Meltdowns. We talked to our target across social, OOH, radio and activation channels.