Kiwis use sticks to pop question
Love is in the air.
Love is in the… stick?
Fonterra’s ice cream brand Tip Top recently concluded a campaign in which entrants were invited to put a question they wanted to see printed on an ice cream stick as part of its Yes Sticks campaign.
With over 2500 respondents in 11 days via social media, the most popular recipient of the inquisitive sticks will be a partner or a loved one.
Marriage proposals topped the list at 10% followed by questions on money, holidays, babies and pets.
The results indicate that there are a lot of nervous romances out there, says Tip Top marketing manager Minna Reinikkala.
“Interestingly, the majority of these are women and with 2016 being a leap year perhaps they are tired of waiting for their partner to propose and getting ready to embrace the old Irish tradition that invites women to propose,” she says.
From the 2500 entries, 27 were chosen and in a couple of weeks will receive their special ice creams.
Most of the respondents (89%) asked something of their partner with marriage proposals being the focus of 233 women.
Entries were “individually judged based on the originality and creative merit of the content submitted,” according to Tip Top.
Next on the list was holiday requests, with more than 200 people wanting a trip of a lifetime with far away destinations such as Bali and Las Vegas proving popular.
Away from partner requests, 202 people (8%) wanted to ask something of their boss – either for a pay rise or for an extended holiday.
And as evidence of the housing boom, 165 (6.5%) of respondents wanted to apply to the bank of mum and dad for a loan to help them into their first home.
Yes Sticks is part of the wider Science of Feeling Tip Top’summer campaign based on the premise that findings at the London Institute of Psychiatry showed eating ice cream lights up the pleasure centre in the brain.
Tip Top partnered with Omnicom-owned agencies Colenso BBDO and Mango PR for the marketing campaign.
Campbell Gibson for NBR Food Industry Week
Fri, 20 Feb 2015
Fri, 20 Feb 2015
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Kiwis use sticks to pop question
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