In an exciting collaboration, iconic Australian ice cream brand Weis has teamed up with Mindshare, the Good Growth agency, to launch their latest campaign, “Saviour of Summer.” The initiative promises to bring a refreshing and imaginative twist to the sunny days of summer, celebrating the joy of Weis ice cream in new and unexpected ways.
This year, Weis is taking its beloved frozen treats beyond the usual beach destinations and into the heart of Western Sydney. The campaign challenges the common trend of beach-based activations by focusing on Penrith, where temperatures often soar, but access to cooling beachside treats is limited.
Adding a touch of magic to the experience, the Weis team introduces the “Weis-a-Corn” – a whimsical, unicorn-inspired ice cream van. The custom-built vehicle offers a fun and fantastical atmosphere, turning the ordinary act of enjoying ice cream into a memorable adventure.
The campaign kicked off with the Weis-a-Corn making stops around Penrith, offering free Weis bars to families in an effort to bring some cool relief and excitement to the community. “We wanted to bring not only the joy of a refreshing Weis bar to those braving the heat this summer, but also something rare and exciting—a potential unicorn sighting,” said Helen Zhang of Weis. “Summer should be enjoyable for everyone, and we’re thrilled to share these magical moments with the Sydney community.”
The campaign has already stirred significant buzz, with pre-event promotions on Nova radio, including live reads and activations with popular on-air personalities Fitzy & Wippa and Kate, Tim & Joel. As the Weis-a-Corn made its way to the Manly Wharf, the fun continued, bringing the excitement of the campaign to the city’s coastal community.
The “Saviour of Summer” campaign will remain active throughout February, with an additional “Spread the Joy” activation planned for Sydney’s inner-west suburbs. This part of the campaign, also in collaboration with Nova, aims to continue spreading the magic and joy of summer across the city.
Elliott Eldridge, Mindshare’s National Head of Strategy, emphasized the campaign’s unique approach, stating, “This campaign is about more than just handing out ice cream; it’s about recognizing a community need and delivering a little bit of summer joy in a unique and engaging way. We’re proud to partner with Weis and Unilever on this incredible initiative.”
As summer heats up, Weis and Mindshare’s campaign is offering a refreshing escape and a touch of whimsy to the Sydney community.
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