Wall’s brings in WS for low-fat ice cream push

Unilever has appointed Weber Shandwick to spearhead a consumer PR assault to explain Wall’s ice cream’s role in a balanced diet ahead of the launch of its low-fat brands later this year.

The consumer campaign will run in tandem with product PR for Wall’s upcoming launches – including Magnum Light, Carte d’Or Light and a revamped Solero – which will also be handled by WS alongside Wall’s trade PR agency Edelman.

WS will work with Shine Communications, which has worked with Wall’s for four years and handles brand campaigns for all of its ice creams, including Cornetto.

WS consumer deputy managing director Matt Neale said the campaign would focus on ‘light’ products but cover Wall’s entire range to pitch its ice creams as part of a balanced diet.

Neale said consumers were confused about ice cream’s health value and the campaign would work with health bodies and consumer groups to clarify its nutritional value and the implications of zero per cent fat claims.

‘It will reflect Wall’s commitment to making ice cream the fun part of a balanced diet,’ he said.

Wall’s senior brand manager Di Houldsworth said its products had very wide appeal and therefore Wall’s would not refine its target to specific groups, choosing a broad range of mass media.

WS was appointed without a pitch on the strength of its work for Wall’s across Europe. ‘It was already working with our European ice cream business so it had good background knowledge,’ said Houldsworth.

‘It made sense to appoint WS rather than start from scratch with another agency,’ she added.

Neale revealed the PR programme would be developed in an integrated manner with WS, Edelman, Shine and Wall’s marketers meeting on a monthly basis.

Shine is currently working on PR support for Wall’s biggest advertising push this year around the Cornetto Love Potions range.

The £6.5m ad campaign broke on 5 April, reviving one of the UK’s most memorable TV ads by using the Just One Cornetto song that first aired in 1980.

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