Talenti: Talenti Layers

Talenti, an ice cream brand, reversed its decline in sales with its strongly visual campaign Talenti Layers.

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...

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