150,000 ice creams are being given away
Gourmet ice cream brand Connoisseur has launched a multi-channel campaign, and is giving away 150,000 ice creams as part of it.
In collaboration with chocolatier Koko Black, Connoisseur is doing a mass trial of two new Connoisseur x Koko Black ice cream flavours – Classic Vanilla and Honeycomb.
The campaign, which was led by Spark Foundry and created by Leo Burnett, is designed to fuel the premium ice cream market. Its aim is to bring premium crafted chocolate to the freezer for the first time.
Focusing on the Australian eastern seaboard, the campaign promises guerrilla sampling in densely populated residential and coastal areas. It will consist of at-home drop-offs and giveaways in public places, getting the new flavours out there and to the public
Connoisseur’s marketing manager, Eileen Whitta, says of the campaign: “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.”
Group account director at Leo Burnett, Julia Sheehan, says, “Connoisseur continues to bring creative collaborations to the category to thrill and entice consumers. 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 Connoisseur x Koko Black campaign will include tactical placement of large format and street furniture in out of home settings. It also includes partnerships with both Urban List and Concrete Playground.
Nearly 50 suburbs are being targeted in the ice cream giveaway. Some of the locations are scoped to be Surfers Paradise (Queensland), Bondi (New South Wales) and St Kilda (Victoria).
The campaign will run from the start of summer until the end of the year.