Tip Top x Summer Sandcastle Series

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.

For this collaboration with Tip Top, Waddell organised, and delivered a series of Tip Top sandcastle competitions across the Coromandel and Northland, creating fun, family-friendly events that brought the brand to life in popular summer beach locations. Participants were invited to build their best sandcastles for the chance to win prizes, with every participant receiving a free Tip Top ice cream.

We also collaborated with promotional partners, including local radio stations and marketing teams such as CFM, to help amplify the events and drive attendance.

Waddell managed the full delivery of the programme — from planning and logistics to on-the-ground event management. Entry fees and additional donations were directed to local community causes, including surf lifesaving clubs, ensuring the events not only created memorable brand experiences but also gave back to the communities hosting them.

As a result, the campaign delivered strong social media reach and meaningful on-the-ground engagement, connecting with over 3,000 holidaymakers during peak periods and bringing the Tip Top brand directly to the beach in a highly visible and memorable way. This was further amplified through a comprehensive radio media package, generating 269 on-air mentions and extending brand exposure to a wider audience.

The event attracted 472 teams, cementing its status as a standout, legacy community event and positioning Tip Top as synonymous with sandcastle experiences. Beyond brand impact, the initiative also delivered tangible community value, raising $1,600 for local causes in its first year and increasing to $4,500 in its second year—demonstrating both growing engagement and sustained positive impact.