Moo'd Ice-cream

Launching a nationwide ice-cream brand on a shoestring to make the nation feel good.

Brief
Musgrave, Ireland’s largest food retailer, wanted to launch a new ice-cream brand across its Centra and Supervalu stores.

Challenge
They had created an incredible, all-natural, award-winning premium ice-cream and had laid the groundwork with a colourful, upbeat brand identity. But first, they needed a strong brand proposition to underpin Moo’d and drive nationwide growth. 

Insight
Delving into consumer and cultural trends, themes of food as entertainment and wholesome indulgence strongly emerged. Investigation into the product revealed that ice-cream is a necessary good: it literally elevates moments and satisfies our need for emotional and social nourishment. To establish and grow the brand, we needed to tap into consumption occasions, of which there are a great many - triggers of desire and permission to indulge in this premium, wholesome treat.

Strategy
From this insight came Moo’d’s new brand purpose, to ‘Uplift the Moo’d of the nation, one ice-cream at a time’.

Creative
To bring the strategy to life, the campaign rolled out across social and digital, with colourful, distinctive content designed to grab people’s attention, tickle their taste buds and, with a sprinkle of good humour, inspire them with all kinds of occasions to grab a Moo’d to make their day. Moo’d is now a nationwide, award-winning ice-cream brand available over-the-counter and in freezer aisles.