CHALLENGE
Gelazzi was a new, unknown gelato franchise with a limited budget that needed to generate trial in a country devoted to ice cream.
THE STRATEGY
They happened to have an array of distinct chocolate creations, so we created a gateway promotion known as “Chocolism”. The launch campaign leveraged the most outdated form of chocolate there is: the chocolate Easter bunny right before the Easter holiday. Outraged and distraught chocolate bunnies were featured in print, POP, digital, social and guerrilla tactics to drive people to a mock “underground” website that inspired hundreds of people to mock protest Gelazzi cafe’s.
Results
100%
Sales Increase
10X
Increase In Web Traffic
Digital — print — radio — social media — ooh — instore — guerrilla — PR
