There’s a new ice cream by Sydney vegan ice cream brand, Pepita’s, and agency for good, All Good Collective. It’s black. Shockingly ink black. Apparently, it tastes great; it’s hugely popular after a week. That’s a very good thing. It exists to make people think about the threat of the PEP11 (Petroleum Exploitation Permit 11), which will authorise offshore drilling for oil and gas on the Sydney Basin, between Newcastle and Manly.
“Drilling offshore for fossil fuels will affect the sea, marine wildlife, our environment and it will affect our business too. Do you want to come enjoy an ice cream along a polluted and spoiled beach? We know we don’t,” stated Melanie, Elliott & Theo from Pepita’s.
Pepita’s black ice cream was created to help Surfrider Foundation, which was doing paddle-outs to raise awareness of the environmental risks of PEP11. As pastry chefs, Pepita’s founders decided to show their support with what they know best, ice cream.
“Colour and flavour are usually inseparable when you choose an ice cream. We wanted to grab people’s attention by disrupting that. A black ice cream is a visual shock. It’s meant to get people talking about something that’s putting our coastline and lifestyle at risk. Of course, Pepita’s worked on the ingredients and taste to make it fresh and delicious. But the black colour really takes you back,” explained Max Guena, co-founder of All Good Collective.
The black ice cream was launched last Saturday, to coincide with Independent MP, Zali Steggall’s, proposed bill to Parliament to definitively stop PEP11. Together with Surfrider’s Town Hall sessions, the campaign has already sparked conversation in social media, with new retailers wanting to join the cause and sell the black ice cream in their store.
“It was an interesting soft launch, because we saw people’s reaction when they came for an ice cream. The black one is both fascinating and a bit scary. But after a taste, it became the favourite and customers have been purchasing whole pots to show the family at home,” stated Theo from Pepita’s.
Pepita’s has now planned to release seven Black flavours over the next three months, starting with the Black Lemon & Lime, to help raise awareness of the offshore drilling proposal. 100% of their profits will go to Surfrider Foundation #STOPPEP11.
All Good Collective is also developing an ongoing full campaign (online, on-pack, in-store and direct), according to whether Zali’s bill is accepted by Parliament. The ice cream packs carry a QR code to direct people to the online petition, petition.surfrider.org.au https://petition.surfrider.org.au/ and will hopefully help to pass the bill.
Buy the ice cream and find out more about stopping PEP11 here.
Credits:
Agency: All Good Collective
Client: Pepita’s Ice Cream
All Good Collective was launched early this year by Max Guena (former ECD of Republic of Everyone), Annie Beaulieu and Alexis Fredet to create good ideas for brands that have a positive impact on the world.
