Tip Top x Rowing NZ & Waka Ama

Tip Top Ice Cream Company Limited is one of New Zealand’s most recognised and award-winning ice cream brands, with more than 80 years of experience creating frozen treats for Kiwi consumers. Based in Mt Wellington, Tip Top has built a strong national presence through quality products, innovation, and deep brand familiarity across generations.

Tip Top engaged Waddell to support the development and enhancement of its brand presence, marketing impact, and public profile during the summer period. The goal was to maximise visibility and meaningful consumer engagement through strategic investment in summer events and activities, ensuring the brand connected with audiences in high-energy, high-traffic environments.

Waddell managed all operational delivery — from staffing the Tip Top caravan and coordinating logistics, signage, and equipment setup, to content planning and creation, activation delivery, and staff travel and accommodation. Our approach focused on interactive experiences that encouraged participation and connection, including a hanging bar challenge where participants competed for the longest hang time, cornhole games that drew continuous engagement, and a custom-built sandpit where groups created their own ‘sand art’ within a set time period. These activities created memorable brand moments while generating content and extending engagement beyond the live events.

Waddell helped Tip Top connect with over 36,000 attendees across Waka Ama and Rowing events, delivering high-impact brand exposure in key summer settings. With the sandpit activation alone engaging 80 participants across 35 hours, showcasing the power of interactive experiences to drive connection at scale.