Wall’s global campaign built around ‘irrational’ love for ice cream

British independent brand design agency Sunhouse was tasked with crafting a bold, social-first global campaign identity for Wall’s. The ice cream company, part of the Heartbrand global frozen dessert brand, needed the campaign to build up the Wall’s brand and create a buzz ahead of the summer.

Over the past century, Wall’s has risen to become one of the most recognisable ice cream brands worldwide. Now boasting over 40 sub-brands, which include the likes of Cornetto, Twister and Calippo, it was felt its masterbrand required some attention. The campaign blends Wall’s red and white flag and iconic heart symbol with a bold “Mad For” lock-up.

Matt Van Ness, brand strategy creative director at Sunhouse, explains, “Wall’s had defined a distinctive brand campaign idea with ‘Mad For,’ but it needed to be underpinned with a strategic spine and clear connection back to the Heartbrand.

“The Heart already symbolises passion. ‘Mad For’ magnifies this desire, reflecting consumer insights around the irrational love people have for ice cream. It becomes a behavioural expression of the brand. It’s not about being crazy, it’s about being passionate. Not just a flash in the feed, but something with lasting devotion and meaning.”

Along with a bespoke typeface, the campaign celebrates each of Wall’s ice creams through the use of distinctive patterns, while Sunhouse’s photoshoot was aided with the help of photographer Frankie Turner.

Leyal Eskin, global Heartbrand and Cornetto CMO at The Magnum Ice Cream Company, adds, “In a world where attention is fleeting, we needed a campaign identity that would truly stick. Most importantly, it strengthens the Heart at the centre of everything we do, setting Wall’s up to carry that love confidently into the next era.”