Mom’s Secret in Thingy Majingy Cover

JWT Johannesburg has won a Silver Pencil at the One Show for “Mom’s Secret”, an in-store campaign for Nestlé Country Fresh Ice Cream. The promotion, run in South Africa, made it easy for mothers to hide the ice cream in her freezer. The insight behind the concept is that when Mom buys a two litre tub of ice cream, the kids (and usually Dad as well) help themselves to the treat, making it harder for Mom to be the so-called “treat gatekeeper”. For each 2 litre tub of Nestle Country Fresh Mom bought, she received a free hidey cover thingy majingy, a cardboard sleeve that, when pulled over the tub of ice cream, turns it into something no kid will ever be interested in. JWT created a fake new brand called “Mom’s”. The range consisted of three extremely unappealing but believable food dishes: Mom’s Brussel Sprouts with garlic, Mom’s Liver Gravy with onion and Mom’s Cauliflower with sour cream.

Mom's Hidey Cover Thingy Majingy

Mom's Cauliflower

Mom's Livery Gravy

Mom's Brussel Sprouts

Mom's Hidey Cover Thingy Majingy stand


The Mom’s Secret campaign was developed at JWT, Johannesburg, by creative directors Ben du Plessis and Ronnie Malden, copywriter Julia Rutherford, art directors Chris Wellard and Sashia Whyte, illustrator Jenny Lamont, and photographer Libby Edwards.