Tip Top and MBM New Zealand partner with TikTok to launch bespoke branded filter

Iconic Kiwi ice cream brand Tip Top has partnered with TikTok to launch New Zealand’s very first branded filter on the platform.

The ‘Trumpet Snack Challenge’ tasks players to use the movement of their head to catch the new Strawberry Shake Trumpet ice cream and avoid other falling snacks – chippies, chocolate, marshmallows, cashews and biscuits.

Award-winning media agency MBM New Zealand (MBM NZ) partnered with TikTok to add a layer of social interactivity to the launch of the Strawberry Shake Trumpet flavour. MBM NZ created the branded filter, bringing Trumpet’s playful brand values to life across TikTok.

Says Liz O’Meara (pictured above), marketing manager, Tip Top: “We have seen a significant increase in engagement with our brands through TikTok, with our new Trumpet channel reaching 837,000 people in just the first month alone. So, when MBM NZ approached us with the opportunity to create a bespoke branded filter, we were immediately on board and have enjoyed working collaboratively to bring this one to life. We hope Kiwis will enjoy playing it almost as much as they love eating our delicious new Trumpet Strawberry Shake ice cream!”

With New Zealanders regularly scrolling on TikTok, the platform has seen rapid growth (10% YOY) and is the platform where Kiwis spend the most time (100 minutes per day on average).

Says Louis Niven, client partner at TikTok: “We were delighted when MBM NZ approached us to partner on the launch of the new Trumpet Strawberry Shake. This is an exciting first for New Zealand and we can’t wait to see how it performs on the platform.”

MBM NZ is now an accredited TikTok creative partner, which means that the agency can access TikTok Branded Effects to create bespoke interactive elements to increase engagement for branded content on the platform.

Says Lee-Ann Morris, CEO at MBM NZ: “Working with new tech is always an exciting challenge and I am proud of my team for stepping up to embrace this opportunity. The team at TikTok have been hugely supportive and we look forward to working closely with them on future campaigns for our clients.”

You can follow Trumpet on TikTok @trumpet_nz.

The new Strawberry Shake Trumpet is on shelf at all good supermarkets and dairies from 21st October 2024.