Birds Eye Wall's is entering the soft ice cream market with the launch of Cornetto Whippy in March. It claims the brand will be the first soft ice cream available pre-packaged in freezer cabinets.
A TV campaign for Whippy will run in July. The 30-second ad, through McCann-Erickson, features a teenage boy in a theme park.
He seems to have a cool, stand-offish attitude, but then spots a young lady carrying two Cornetto Whippys.
After he has helped her eat the ice cream, he realises he fancies her. The work ends with the strapline, 'Big Pete's gone soft'.
The work comes as part of a pounds 4m spend for Cornetto in 2001. A further extension planned for this year is Cornetto Soft, a freshly made soft-style ice cream, which will be served in 400 retail outlets around the UK.
Birds Eye Wall's plans a pounds 33m support package for new and existing ice cream brands in 2001. Other new products will include Solero Tribe, Solero Shots Tropical, Fruit 5s, Bart Simpson and single-serve Carte d'Or Stracciatella and Spagnola.
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