McCann develops new Carte d'Or press work

McCann-Erickson has created a national print campaign to support the £3 million Wall's Carte d'Or ice-cream television work that uses the line: "Show them the Carte d'Or."

Comprising three executions, the print campaign will run in 40 women's titles such as Heat, Cosmopolitan and Glamour, from 23 June to the end of August.

The TV work was launched last month with the aim of encouraging consumers to snack on Carte d'Or, not just treat it as a pudding.

The print executions reveal different scenarios in which people are being shown the door for not offering Carte d'Or ice-cream. In the first ad, a woman kicks her husband into a pond for not having offered her a Spagnola tub that she had spotted in a magazine.

The Fruit and Fresh execution reveals an elderly cinema usherette being pushed out of an emergency exit for not selling the tubs of Fruit and Fresh that are being advertised on the big screen.

The final execution, which will also run as a 16-sheet cross-track poster on London Underground, shows a dinner party hostess being shoved over her balcony by a guest who seems to be appalled by the inferior dessert on offer, after seeing Carte d'Or advertised on a billboard outside the flat.

The work was written by Neil Clarke and art directed by Jay Phillips, overseen by the group creative heads, Jack Stephens and Rob Nielsen, who developed the main brand TV execution. The media was planned by Carat and bought through Initiative Media London.

Gaby Vreeken, the business director, ice-cream, at Wall's, said: "The new 'show them the Carte D'Or' creative campaign enables Wall's to support effectively the core Carte d'Or range, as well as the launch of the Fresh and Fruit platform."

He added: "The advertising idea cleverly communicates both brand and appetite appeal in a contemporary and humorous context, with an endline that is memorable and highly campaignable."

Chris Hunton, the chief executive of McCann, said: "The campaign launches the Fruit and Fresh brand ex-tension into a competitive market with the kind of advertising that will instantly differentiate it. Our brief was to contemporise the Carte d'Or brand by shifting consumer opinion away from being an ice-cream only for formal occasions."

Fruit and Fresh, combining ice-cream, fruit and yoghurt, has been introduced to bolster sales in the competitive summer period. It is designed to appeal to a younger female market, using the healthier ingredients of yoghurt and fruit, although it is not a low-fat product. Wall's wants to encourage casual consumption of the product in the garden or on the sofa.

McCann won the account from the fellow Unilever roster network Lowe in 2001. Last year, it continued the strategy introduced by Lowe, which positioned the ice-cream as a dessert.