Little Moons launches Ice Cream Shop activation in Melbourne via History Will Be Kind + The Park

Little Moons, one of the nation’s favourite mochi ice cream brands, recently landed in the heart of Melbourne to celebrate the arrival of four of the brand’s best-selling flavours in Coles supermarkets nationwide. Set against the backdrop of the State Library Victoria, creative communications agency History Will Be Kind (HWBK) and production partner The Park opened the fully functioning Ice Cream Shop and Little Van to drive buzz in Melbourne’s CBD.

The Ice Cream Shop and Little Van served up four fan favourite flavours – Golden Blond Chocolate, Honey Roasted Pistachio, Vegan Belgian Chocolate & Hazelnut, and Vegan Tropical Passionfruit & Mango.

Thousands of Melburnians turned out to sample the flavours, enjoying the brand’s signature creamy gelato ice cream wrapped in soft, chewy mochi dough. The activation created buzz both on the ground and online through influencer collaborations, social media, and content campaigns, driving awareness of the brand’s launch into Coles.

The expansion into Coles follows another exceptional year for Little Moons in Australia, where one Little Moon is enjoyed every second. With availability in both Woolworths and Coles, it’s easier than ever for Aussies to beat the heat with these bite-sized delights.

Says Ross Farquhar, Marketing Director of Little Moons: “It was incredible to see thousands of people down at the State Library Victoria last week for a taste of our mochi ice cream. Taking our Ice Cream Shop and Little Van to such an iconic location in the city was the perfect way to celebrate our Coles launch, and we’re thrilled to be reaching even more fans across the country. Australia is one of our fastest growing markets, and we’re excited to gift Aussies with even more sweet treats next year!”

Says Emma-Jane Granleese, Founder & CEO of HWBK: “Bringing the Ice Cream Shop from Another World to Melbourne with The Park was an incredible way to mark Little Moons’ impressive two-year journey in market. Collaborating with Little Moons again to spotlight its launch into Coles across channels has been an absolute pleasure, and we’re excited to see how the brand continues to soar in Australia in 2025 and beyond.”

Little Moons is now available to buy exclusively at Coles and Woolworths supermarkets nationwide.

Creative, earned and influencer strategy – History Will Be Kind
Event and activation management – The Park
Ice Cream Shop & Little Van creation – ArtvsCommerce
Client – Little Moons