In Australia, Tip Top is bread, and it makes Mum feel good because, “Good on you, Mum. Tip Top’s the one,” is ingrained in your brain (even if it is no longer used as the primary slogan). If you’re older, things go better with Coke.

So let’s be clear, Feel Tip Top is a local (NZ) campaign by Colenso BBDO for the now generation.

Here is its story: 

“Science suggests that eating ice cream affects the same part of your brain as listening to your favourite song or winning the lottery. Researchers at the Institute of Psychiatry in London found that one spoonful could stimulate an immediate and positive effect on the brain’s orbitofrontal cortex. To put it simply, ice cream makes you feel good. Or, as New Zealand’s most popular ice cream maker likes to say, ice cream makes you Feel Tip Top.

“And when you Feel Tip Top, the sky seems bluer, the sun sunnier, the opposite sex sexier, you could say life is just better.”

Whether science is right or not, Colenso has a tip top (pun intended) feel good social media campaign idea on its hands. It is asking Kiwis to test the hypothesis that everything is better when you Feel Tip Top…

…in a fun, candid camera manner. The agency is sneaking up on members of the public to find out whether ice cream can make people more generous, more productive, more open to enjoyment, or even luckier in love. The first experiment took place in a real office, where the Tip Top research team went to investigate whether ice cream can make people more productive at work. Watch it here.

Kiwis can also apply online for free ice cream grants to do their own home experiments, like finding out if dating goes better or if their selfies are more popular when they Feel Tip Top.

Minna Reinikkala, group marketing manager of Tip Top commented, “We thought it would be great to prove that our ice cream is not only delicious but makes people respond to situations in a more positive frame of mind.  We know that having a Jelly Tip during a meeting instantly lightens our mood in the office, so we wondered could it do the same in another environment.”

Steve Cochran, executive creative director at Colenso BBDO added, “We love the idea that ice cream can actually improve your mood and make people more positive and experiences more enjoyable. You know, what if everyone reading this article had had an ice cream first? The following blog comments might all be positive. Imagine that.”

The ‘research’ is fronted by writer/comedian Guy Montgomery and produced by Sunday Punch.

Radio, outdoor, digital media and local activations are being used to get participation on Facebook, where the campaign is centred.

Creative credits:

Agency: Colenso BBDO

Executive creative director: Steve Cochran

Copywriter:  Oriel Davis-Lyons

Art director: Beth O’Brien

Executive producer: Tim Freeman

Production Company: Sunday Punch

Post Production: Toybox

Audio: Liquid Studios