Oppo, the low calorie ice cream brand founded in 2013 by two London brothers, has launched a new summer campaign, aimed to change perception of the compromise consumers believe you have to make between calories and flavour by highlighting how its products are famous for their flavour, not their calorie count.
The campaign, which was created with leading marketing agency, Jaywing, aims to set Oppo apart from competitors by emphasising their use of natural and delicious ingredients, with animated headlines, matched with tubs with exploding ingredients to bring the proposition to life. The visually arresting style, teamed with a taste message brings to the forefront that premium flavour and quality is possible amidst a sector that was racing to the bottom of the calorie market, with no concern for taste-buds.
Launched Mid-July across social, in-store and TV via Instagram Stories, Facebook, freezer stickers and YouTube bumper ads, the campaign has been translated to multiple languages across Europe. The assets were also turned into a 30″ TV spot that will run on ITV2 later this summer.
Oppo, which boasts flavours such as Vanilla Pecan Praline and Salted Caramel, is currently sold at leading supermarkets such as Tesco and Waitrose, as well as through distributors across Europe.
Matthew Sherratt, head of international marketing at Oppo, comments: “We’re really excited about this campaign and how it communicates the quality product and sustainable ingredients that give us a premium product like no other in the category in an easy to digest message. This fresh approach, relaunching alongside our new brand identity across Europe reinforces the fact that our flavours are what sets us apart. Jaywing showed an insightful, flexible and personal approach, tapping into our audience with a credible brand truth, and engaging copy, to drive great taste and low calorie without compromise, and we’re thrilled to see it come to life.”
Brían Taylor, managing director at Jaywing, comments on the partnership: “The team has loved working with Oppo to help bring their brand to life with a fun, stand out campaign which hits their foodie first audience across a variety of channels. We’re looking forward to seeing how we can continue to work together and help them achieve their goals of growth within Europe, as well as within the UK marketplace.”