Fast-emerging vegan ice cream innovator Over the Moo is set to dominate the realm of plant-based snacks this summer with the launch of its exciting ‘Find Love in Your Freezer’ promotional campaign. Developed by Dog, Cat & Mouse agency, this extensive effort through social media and outdoor advertising highlights the kitchen freezer as the prime location for high-quality, everyday treats.
A considerable six-figure budget has been allocated to bolster this initiative, aimed at broadening the brand’s presence both in the UK and internationally. This campaign aligns with forthcoming introductions in UK supermarkets and strengthens the brand’s established distribution through over 300 independent British delis, the quick-commerce platform Zapp, and its ongoing global reach into Continente (Portugal) and Kibsons (UAE).
Transforming the classic choc ice for today’s consumers
Over the Moo is tapping into nostalgia by redefining the traditional choc ice for the modern, health-conscious audience. By replacing regular cow’s milk with a luscious, responsibly sourced coconut milk base, the brand has developed an array of dairy-free sharing bags that cater to the booming plant-based freezer segment.
Currently, the collection showcases three beloved flavor options:
- Vanilla Bites (coated in rich dark chocolate)
- Caramel Bites (coated in rich dark chocolate)
- Chocolate Bites (coated in rich dark chocolate)
With each bite containing fewer than 30 calories, the brand specifically targets “portion-controlled indulgence,” appealing to consumers seeking a premium sweet experience without having to indulge in an entire pint of ice cream or a heavy dessert.
Key industry leaders fueling advancement
This growth initiative is led by an accomplished team of professionals from the UK food, beverage, and advertising sectors:
- Joe Tanner: instrumental in the successful launch of Häagen-Dazs in the UK at BBH, which was pivotal in establishing the super-premium ice cream segment.
- Stephen Stokes: brings rich expertise in brand strategy from major FMCG names such as the Co-op, Bel Group (Boursin, Mini Babybel), and KFC.
- Ian Priest: co-founder of VCCP (the largest independent agency in Europe), former IPA president, and co-director of Over the Moo.
As the frozen food sector rapidly ascends in the UK snacking landscape, this powerhouse team is making bold predictions that their bite-sized offerings will secure a leading position in the plant-based market this summer.
