Wall’s LickScrolling campaign. Image source: Wall’s/Le Pub
Wall’s has unveiled the UK launch of its LickScrolling campaign to celebrate the start of ice cream season and prove the mad lengths people are willing to go to enjoy their favourite ice cream.
‘LickScrolling’
Designed for Gen Z audiences, LickScrolling is built from a simple insight: if scrolling is the most instinctive gesture on social media, licking is the most instinctive gesture when it comes to ice cream. The campaign playfully replaces the act of scrolling with licking, turning an everyday social behaviour into a tongue‑in‑cheek way to get “ice cream season ready”.
LickScrolling riffs on a little‑known smartphone face‑tracking feature that allows users to scroll using tongue movements. Reimagined by Wall’s as a playful summer hack, the idea encourages fans to “train their tongues for ice cream season” by activating the feature and LickScrolling every time they use their phone.
A chance to win a year of ice cream: Join the Competition
Featuring some of the UK’s favourite ice creams – Solero, Calippo and Twister – the campaign coincides with the launch of Wall’s new global owned social channels, @theheartoficecream, supported by UK creators, including GK Barry, each bringing the idea to life in their own style.
Audiences are invited to prove just how mad for Wall’s they are by taking on the LickScrolling challenge. To take part – and for the chance to win a year of free ice cream plus £5,000 towards a summer holiday (T&Cs apply) – participants can activate the phone feature and share their LickScrolling videos on TikTok, following @theheartoficecream and tagging #madforLickScrolling. Full T&C available promotions.uk.com/LickscrollingUGC
Designed for Gen Z, ‘LickScrolling’ refreshes the feed with moments worth savouring
Gonçalo Marques, Head of Snacking at The Magnum Ice Cream Company, said, “With LickScrolling, we’re bringing a fresh, modern energy to the start of ice cream season. By tapping into a behaviour that defines how Gen Z interacts with the world, we’ve created a playful way to connect our brands with consumers in the moments that matter most. This campaign is a great example of how Wall’s continues to innovate, stay culturally relevant and lead the category with creativity and fun.”
Bruno Bertelli, Chief Executive Officer & Chief Creative Officer at LePub Worldwide, said, “LickScrolling is the first chapter of a new global platform built to engage Gen Z through wit, playfulness, and cultural fluency. Marking Wall’s social debut, the campaign takes a bold, light-hearted, creative approach that taps into current moments and behaviours, reflecting the brand’s authenticity and its resonance with the community.”
With creative developed and led by LePub and influencer strategy and delivery by MSL UK, LickScrolling is the first campaign rolling out across Wall’s new global owned social platforms – marking the start of The Magnum Ice Cream Company’s first peak ice cream season since its demerger from Unilever in December last year.
