Weis and Clemenger Brisbane have launched a new brand platform for the iconic Aussie ice cream, celebrating the little ray of sunshine in each bite of Weis.
The campaign was shot in Townsville at the farm of Sam, Josie and Alf Pappalardo, who’ve been supplying Kensington Pride mangoes to Weis for over 18 years.
It also featured a few local farmers who were more than happy to show off their dance moves.
Cristian Staal, creative director at Clemenger Brisbane, said the idea was inspired by real stories and videos of farmers dancing along to the radio while they work.
“Farmers can really dance like no one’s watching, because no one is. Except a few cows maybe,” Cristian said.
He said that the team went out of their way to ensure the production was as authentic as possible.
“Weis is all about real. Real fruit, real flavour, real quality. If we were genuine in our approach, we knew it would shine through in the work,” Cristian said.
Erin Core, Strategy Director at Clemenger, said the ‘Hello Sunshine’ platform was built out of the product itself.
“Weis just makes you feel good. The quality of the ingredients and taste experience is second to none. You get a buzz, a feeling of brightness with every bite,” Erin said.
“It doesn’t take much to bring out our joyful sides when we just let go a little,” she said.
‘Hello Sunshine’ is the first campaign from Weis since it was bought by Unilever in 2017. The products remain unchanged – still made locally in Toowoomba, and still using real fruit and dairy.
Caitlin Filmer, Weis Brand Manager, said she’s incredibly proud to bring the heart and soul of Weis to the forefront in the new campaign.
“The farmers are the real heroes behind Weis, and we’re privileged to work with such great suppliers who are passionate about their produce.
“You know it’s summer when millions of juicy mangoes arrive at our factory door, fresh from the farms for pulping,” she said.
The ‘Hello Sunshine’ campaign features the classic track ‘April Sun in Cuba’ by Dragon, and will run across TV, social and outdoor throughout summer.
Weis: Caitlin Filmer, Jana Karatasas, Paul Connell, Paul Newton
Creative Agency: Clemenger Brisbane
Media Agency: PHD Worldwide, Sydney
Director: Jonas McQuiggin, Two Little Indians