Holy Moly - forgetting the traditional

Photo / Supplied

Unconventional branding meets unconventional advertising to create premium ice cream brand Holy Moly.

Launched at the start of 2012, the brand rejected traditional advertising-print and broadcast; instead focusing on social media-Facebook and Twitter and sponsoring festivals.

Holy Moly marketing manager,Nic Andrew, said Holy Moly sponsored comedy and music festivals and Auckland charity run Round the Bays.

"We get the product directly into people's hands, so they can try it and form their own opinions about it."

Founder James Oliver, said Holy Moly has carved its own niche in the luxury ice cream market.

"The advertising is all about our edgy attitude."

The product is about chunks, ripples and big biccies."

Oliver said this approach is very different from its competitors.

He was no stranger to dessert, after creating gelato brand Zest. Aside from the obvious differences between the two, Zest was supplied directly to restaurants rather than retailers.

According to Oliver, the retailers were more responsive than he had first assumed. The brand is stocked in New World, Nosh and Farro Fresh stores.

"The product sells itself in awesomeness."

Oliver said sales are increasing each week. Holy Moly has already placed its summer order for extra packaging.

Holy Moly currently employs eight staff, Oliver said the company is constantly looking for new people as the business grows.