Nuii has Clapham Colossus licked as activity builds

Froneri-owned premium ice cream brand Nuii will be hoping for more British heatwaves this summer as it continues to ramp up its £14m ad campaign with high-impact out-of-home, 3D anamorphic creative and immersive sampling experiences to flag up its “indulgent” credentials and drive national visibility at scale.

The latest execution is now running on the 200 foot-long “Clapham Colossus” – the poster site just to the north of Clapham Junction railway station – and has been devised by brand activation agency Zeal.

The activity is part of a wider push to take on the likes of Unilever’s Magnum and Froneri sister brand Häagen-Dazs to try to establish Nuii as the premium indulgent ice cream stick brand in the UK.

Nuii ice cream is inspired by the wild beauty of Australia and features flavours like Salted Caramel and Australian Macadamia, but is made in Leeming Bar, North Yorkshire.

The Clapham installation follows Nuii’s takeovers of major 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 St Pancras and Kings Cross.

Each creative execution spotlights Nuii’s USPs – from indulgent textured ice cream and swirls of sauce, to ingredient provenance and layers of flavour – with different messaging 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.

Froneri head of brand activation Henry Craven said: “We wanted to create a campaign that matched the ambition and quality of the Nuii brand and product range. By taking over some of the UK’s most iconic and impactful OOH spaces, backed up by a bold sampling campaign, we’re giving people a real taste of what Nuii stands for – indulgence, quality, and a taste of adventure.”

Zeal managing director Tim Solano added: “With this campaign, we didn’t just want to land a message – we wanted to make a statement. From 3D creative at Piccadilly to immersive soundscapes and multi-sensory sampling, every touchpoint was designed to provoke curiosity and leave a lasting impression.”