The City of Melbourne has a stellar line-up of non-stop winter experiences, but a lot of Melburnians opt for the couch at the first sign of drizzle.
To get people off their couches … read moreand into town, we needed to remind them why the best Melbourne has to offer happens 'Only in the City'.
And what better way to get their attention than to use the sounds and sights of summer, then flip the hell out of them with the last thing you'd expect during Winter; a custom made ice cream van.
*Cue the sound of 'Greensleeves'*
With the help of local MasterChef finalist Sarah Todd, we developed a one-off dish that merged traditional Indian flavours and native ingredients with a creative, Melbourne flair. Inspired by the city’s eclectic and diverse dining scene, what looked exactly like ice cream would actually be piping hot, potato based Aloo Gobi soft serve.
Reaching over 800,000 people and generating an unprecedented media groundswell, the two-day foodie pop-up surprised Melburnians with a winter treat at the steps of the State Library, inviting Melbournians to make the most of the city year-round.
