Gourmet ice cream brand Connoisseur has launched a multi-channel campaign, which includes giving away over 150,000 ice creams to showcase its collaboration with artisan chocolatier Koko Black and drive mass trial of two new ‘Connoisseur x Koko Black’ ice cream flavours: Classic Vanilla and Honeycomb.
With the media strategy, planning and buying led by Spark Foundry and creative by Leo Burnett, Connoisseur’s collection and campaign has been designed to fuel the premium ice cream stick market, by bringing premium-crafted chocolate to the freezer for the first time.
Says Eileen Whitta, marketing manager at Connoisseur: “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 ‘Connoisseur x Koko Black’ campaign includes tactical placement of large format and street furniture OOH. Activity also includes digital partnerships with Urban List and Concrete Playground, online video content, and geo-targeted social media.
The mass sampling component will be focused on the Australian eastern seaboard – consisting of at-home drop-offs to create a surprise-and-thrill moment for people in their homes, and centralised ‘ice cream truck style’ guerrilla sampling in densely populated residential and coastal areas, parklands and beaches.
Says Marissa Taylor, group client partner, Spark Foundry: “Spark Foundry is delighted to bring Connoisseur’s campaign to life in collaboration with our creative partner Leo Burnett, along with Habitat Media. 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.”
Says Julia Sheehan, group account director, Leo Burnett Melbourne: “Connoisseur continues to bring creative collaborations to the category to thrill and entice consumers to the brand. As we approach the Summer and holiday season, it’s great to be able to share this exciting new partnership with ice cream lovers all over the country.”
The near 50 suburbs and mass sampling locations include Surfers Paradise (QLD), Bondi Surf Club (NSW), and St Kilda (VIC). Brand activations are being handled by Habitat Media.
The total campaign will run through the start of summer, until the end of the year.