Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact
The Talenti ice cream brand suffered from a decline in 2017-18 and needed a step-change in performance. In 2019, an exciting new range called Talenti Layers was about to launch, and generating trial was crucial to return the brand to growth. The goal of the 100% digital campaign was to increase household penetration by communicating the craftsmanship of each pint – through the irresistible look of Layers – to specific, purchase-based audiences.
To achieve this goal, Talenti was the first brand to work with the newly formed...