Wall’s Introduces Wallie: OOH Campaign Success

Discover Wall’s new mascot: Wallie

Wall’s has unveiled a new mascot, an ice-cream freezer cabinet called Wallie, in a summer out-of-home campaign. This initiative, called "Unleash the happiness," has a budget of £10 million and is composed of digital and static out-of-home work, along with activations on social media, radio, podcasts, and in-store.

The importance of Wall’s OOH campaign

The main objective of this campaign is to increase awareness of Wall’s sub-brands, including Twister, Cornetto, Solero, and Calippo. Outdoor advertising campaigns like this are essential for connecting with the public in different locations and times of the day. Additionally, these campaigns allow Outdoor advertising companies to showcase their creativity and effectiveness to the fullest.

Use of 3D technology and proximity advertising

The 3D digital OOH advertising is live at Westfield Stratford and Manchester One. Proximity media will be used with messages tailored according to weather and location, with advertising content running near stores that stock Wall’s products. This innovative strategy shows how advertising companies near me can adapt their messages to be more relevant and effective.

Experiential activation and social media promotion

An experiential activation will challenge the public to release their “inner Wall’s” through a variety of challenges. It will be live from tomorrow (June 28) until June 30 inside Westfield Stratford. The experience will be promoted by social media and influencer-led elements, and supported by mass sampling across the UK.

In-store marketing and space transformation

The latest activities add to in-store marketing, such as transforming Sainsbury’s freezer aisles to appear as ice-cream vans. Sainsbury’s storefronts will receive a Wall’s makeover with branding and ice-cream window stickers.

Strategic shift towards Wall’s brand

Unilever, which owns Wall’s, said the work represents a “significant shift,” moving away from sub-brands to supporting the Wall’s master brand. Louise Morley, Wall’s marketing manager at Unilever, said: “Wall’s has been delivering ‘A taste of happiness since 1922’ and the brand will look to reinforce this message during our biggest-ever marketing campaign, featuring world-first activations.

With Wall’s popular sub-brands, such as Twister, in such strong growth, now is the perfect time to showcase the strength of the Wall’s heart, using this activity as a platform to drive awareness and accelerate further category growth.”