High-protein ice cream Wheyhey unveils debut ad campaign

Wheyhey, one of a clutch of new brands proffering ice cream for the more health-conscious, is unleashing a series of odd, short online video ads by 18 Feet & Rising as its first campaign.

"The Wheyhey way" begins today across YouTube, Instagram, digital out of home and print. It includes three films directed by Michael Marczewski through Blinkink. The campaign was created by Julie Herskin and Louis Jopling.

Wheyhey, which is available in Tesco and Sainsbury’s, said it had increased its sales 300% year-on-year in 2017.

Its competitors in "healthier" ice cream, which are typically higher in protein and lower in sugar than traditional ice cream, include Halo Top, which launched in the UK in January.

Halo Top last year became the best-selling ice cream pint tub in the US. It was later linked to an acquisition bid by Unilever for around $2bn, but backed out, the New York Post reported.

Damien Kennedy, founder of Wheyhey, said: "Marketing activity is a critical part of our growth plan, so finding the right partner was crucial.

"18 Feet & Rising understand how fast scaling, disruptive businesses operate and the kind of broad and fast support that is required. We’re excited about the next part of the journey and injecting the same amount of passion and energy we have for the product and the brand into our comms mix."

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