Soy sauce… ice cream? The unlikely collaboration by a fashion brand
There’s a very high chance I will approve of a brand collaboration if it has some relation to food. The more unexpected the better! For example, I’m not a fan of a Croc. But, a Pop-Tarts ‘Croc-Tarts’ collaboration? Count me in, I’ll buy 10 pairs.
It makes sense, then, that my all-time favourite marketing campaign combines a fashion accessories brand, ice cream, and a whole host of unexpected food and drink brands.
The Ice Cream Project
The Ice Cream Project by Anya Hindmarch first launched in 2021. For three years running its ‘high summer concept store’ in Chelsea has - for a limited time only - served a lineup of some of the most unexpected ice creams and sorbets you can imagine.
Think Heinz Tomato Ketchup, Bird’s Custard, Tropicana, Maldon Sea Salt, Kikkoman Soy Sauce. Pesto. Mayonnaise! PG Tips!
The Ice Cream Project is described as ‘a minimalist temple to the joy of ice cream and sorbet, with a twist’. When you first hear about it, it sounds like insanity. But if you ask me, it works.
Why is the collaboration so effective?
The reason I think it works is because it is so unexpected, but so on-brand. How does creating ice cream that tastes like Maldon Sea Salt have anything to do with a brand that creates high-end bags and accessories?
In this instance, it’s all about the brand’s culture. Anya Hindmarch is renowned for its craftsmanship, creativity and sense of humour.
From the product it sells - the latest collection includes a McVitie’s Club tote bag (massive yes from me) - to the Anya Cafe and The Village Hall; an ever evolving concept store for the brand to pour its creative energy and collaborate on subjects that interest them. It’s about creating shared ‘miss them or they are gone’ experiences.
Creativity at its heart
Anya once said: “Creativity is what gets me out of bed everyday”, and in my opinion The Ice Cream Project is creativity at its finest.
It is one of the many creative campaigns from the brand - 2024 saw the resurrection of its ‘Chubby Hearts’ project, which saw Hong Kong’s iconic landmarks and scenic spots taken over by oversized Anya Hindmarch-esque heart-shaped balloons. Why, you ask? Why not?
In summary: Anya Hindmarch is so much more than bags and accessories. It is the true definition of a ‘brand’.
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