The brand has appointed agency Chilli UK to launch the new ice cream brand, which it describes as a “fun and exciting ice cream brand designed to appeal to young families and couples as an indulgent treat”. It will tackle brands such as Ben & Jerry’s, Häagen-Dazs and Green & Black’s.
The range will initially launch with four delicious flavours: Funky Chunky Rocky Road, Funky Chunky Caramel Shortcake, Funky Chunky Cookies & Cream and Funky Chunky Double Chocolate Muffin.
Chilli UK has helped to develop the brand name and identity that conveyed the flavour combinations of the new range, and says the range aims to “highlight quality ingredients and great taste, as well as designing packaging that communicated all of the core brand values.”
Charlotte Hambling, senior marketing manager of R&R Ice Cream, says: “Consumer research into the tubs market suggested that a gap for a new challenger brand exists in the super premium category despite the presence of two well established brands. The playful branding and packaging design is bright and eye catching and creates great on-shelf standout. The pack copy tells the consumer exactly what they’re going to get inside the tub and highlights the tasty flavour combinations.
“Consumers are looking for a brand, which offers all of the excitement and indulgence of a premium brand in a 500ml paper tub but at a more accessible price point. There is also a clear opportunity to reach a new audience of younger families by offering a more attractive entry level price & promotional strategy.”
David Whittle, MD of Chilli UK, adds: “The brief was to create a brand positioning and design that was all about self indulgence and personal reward and also communicated the unique flavours and ingredients on pack. Importantly, the design needed to appeal to families, as they were identified as a key target audience, and by using colour and psychedelic shapes, we achieved this.”