Supermalt X Chef Victor

What happens when one of the UK’s most iconic malted drinks meets the creativity of a MasterChef finalist? You get a limited-edition Supermalt ice cream, crafted by Chef Victor Okunowo, and a campaign that celebrates culture, creativity, and pure flavour nostalgia.

 

At our agency, having grown up heavily influenced by UK Afro-Caribbean communities, Supermalt is more than just a drink—it’s a part of our shared heritage. It’s the staple at family gatherings, corner shops, and celebrations. Sweet, bold, and unmistakably familiar. So when Chef Victor transformed that flavour into an ice cream, it resonated deeply with us.

 

To capture that feeling, we shot the campaign mostly handheld on Sony cameras with G Master lenses, using natural light shaped by large bounce boards. This approach kept the visuals authentic, warm, and responsive to the rhythm of a working kitchen.

 

The journey didn’t stop there. We took the ice cream on the road in a fully branded Supermalt caravan, selling it directly from the van across London. The response was incredible—the ice cream quickly sold out, proving that this wasn’t just a product, but a celebration of culture and creativity.

 

Every choice—from the lens to the lighting to the location—was about honouring a flavour and heritage that’s close to us all.

 

Supermalt in a cone. Chef Victor behind the flavour. A van full of community and pride. That’s the story we’re proud to tell.