Wall’s launches limited-edition Minecraft ice cream to target gamers

Wall’s has partnered with Minecraft, the world’s bestselling game, to launch a limited-edition ice cream aimed at gaming enthusiasts.

Around 79% of the world’s online population now play online games in some form.^[a] Of this group – which includes more than 3 million people worldwide – 80% regularly consume food and drinks while gaming.

This launch is a strategic move to bring cultural relevance and even more joy and flavour to the freezer aisle. An approach that is being seen across brands in The Magnum Ice Cream Company, the name of the Unilever Ice Cream division due to separate from the business by the end of this year.

Tapping into the gaming demographic through pop culture partnerships

Being ‘on trend’ is a major driver for Gen Z consumers, and the new product was developed in response to Minecraft’s surging cultural relevance.

Already the bestselling game in history, Minecraft received a further boost in popularity in March this year with the release of A Minecraft Movie. The film took $300 million^[b] in its first week at the box office. Since the movie’s release, Minecraft’s player base has grown by 30%, adding to its already 170 million users.

From concept to freezer in four months

To tap into the buzz around the game, Wall’s moved quickly to bring the Minecraft ice cream from concept to shelf in just four months – a testament to the brand’s agility and innovation.

“By working with a culturally active IP like Minecraft, our goal was for Wall’s to create the must-try ice cream of the year,” says Leyal Eskin Yilmaz, Chief Marketing Officer for The Magnum Ice Cream Company across the UK & Ireland, Europe and Australia & New Zealand and Head of Global Brands Wall’s, Cornetto and Twister.

Connecting virtual worlds to consumer experiences

In homage to the game, Wall’s new ice cream stick comprises three different coloured ice cream blocks to replicate the layers you dig through in the Minecraft universe and is just 73 calories per stick.

The ice cream launched in the UK market on 1 July, the peak month of Europe’s ice cream season, and is available to buy exclusively in the Morrisons chain of supermarkets.

“We know scarcity and collectability are valued by the gaming community,” says Leyal, “and our launch strategy leans into that.” Much like the game, fans will have to hunt it down in-store, adding to a sense of discovery and collectability.

Using influencer marketing to build community and engagement

“Every new launch, whether it’s a movie or a new ice cream, needs to connect with the right consumer demographic in a way that speaks to them,” acknowledges Leyal. “For gamers and our ice cream audience, the channels where they connect and build communities are TikTok and Twitch.”

Leveraging this social-first approach, the launch will be supported by a TikTok-first influencer campaign, designed to drive natural engagement and desirability. Some 63% of Gen Z trust their recommendations; 45% are more likely to buy influencer items than items they’ve seen celebrities or friends use.

“Peer recommendations have always had sway in purchasing decisions,” says Leyal. “By speaking to Minecraft fans in their own language and sparking conversation around the film, the game and the product.”

Roll-out to key gaming markets

Alongside Morrisons in the UK, from this month, Minecraft ice cream is also available in Jumbo and Albert Heijn in the Netherlands. It will be launched in Italy, Poland and Spain later this year. All of these markets have significant numbers of Minecraft gamers and provide strong opportunities for ice cream sales.

“There’s something special about the way people connect with this game,” says Leyal. “We hope our Minecraft ice cream will capture some of that fun and creativity that gamers appreciate and make it an engaging and rewarding product experience.”

This ice cream innovation and partnership is a bold new step for Wall’s, and a clear path for The Magnum Ice Cream Company’s ambition to lead culture with speed, relevance and impact.