Connoisseur campaign from Publicis agencies sees 150K ice creams given away
Publicis Groupe agencies Spark Foundry and Leo Burnett have collaborated on work for ice cream brand Connoisseur that will see 150,000 product giveaways along with out of home, video content and geo-targeted social media.
The campaign to market two new ice cream flavours – created in collaboration with artisan chocolatier Koko Black – involves ice cream truck-style ‘guerrilla sampling’ in residential areas, coastal areas, parklands and beaches on the eastern seaboard.
At-home drop offs will also take place to create ‘surprise-and-thrill moment for people in their homes’, the agencies said.
Spark Foundry group client partner, Marissa Taylor, said: “We’ve tailored our media execution with a two-pronged approach, to drive awareness, as well as support the sampling activations.
“Consumers love Connoisseur Gourmet Ice Cream, and inviting mass trial allows us to drive repeat-purchase – accelerating sales for an already much-loved brand, and ultimately building a loyal consumer base for Connoisseur.”
Connoisseur marketing manager Eileen Whitta added: “Connoisseur’s market leadership and continued growth comes from launching elevated ice cream experiences every year. We need to be innovative and surprise consumers in our own unique way – through progressive and highly relevant products, partnerships and communications.”
The near 50 suburbs and mass sampling locations include Surfers Paradise, Bondi Surf Club, and St Kilda. Brand activations are being handled by Habitat Media.
The total campaign will run until the end of the year.
Credits
Creative agency: Leo Burnett Australia
Group Account Director: Julia Sheehan
Media Agency:Spark Foundry – Melbourne
Group Client Partner: Marissa Taylor
Experiential Agency (Brand Activations): Habitat Media
