Chef Victor + Supermalt: Supermalt Ice Cream

Talented Masterchef 2020 The Professionals semi-finalist Victor Okunowo teamed up with malt drink brand to launch Supermalt ice cream as part of a summer season activation. Chef Victor had independently developed the recipe years prior, serving the dessert at most of his ventures to much acclaim and including it in the menu during his tenure as head chef at previous pan-African fine dining restaurant Talking Drum. In the summer of 2021, Victor officially partnered with Supermalt to introduce the ice cream to the capital and was met with widespread enthusiasm. Squamily Ltd was brought in to manage the project and develop the campaign strategy. We opted to focus on recruiting local diaspora talent to highlight the socio-cultural relevance of the brand. Notably, East London graphic artist and musician Kieron Boothe was enlisted to direct digital and design, quickly becoming a standout feature of the campaign.