*Project completed as part of coursework for educational purposes only.
Creative Team:
Erika McCall – Account Manager
Frank Neufeld – Art Director
Ella Sabourin – Strategist
Seumas Slingerland – Copywriter
The Challenge:
Build brand awareness and elevate Righteous Gelato in the frozen dessert category in Canada.
The Target:
Conscious consumers who value supporting independent brands.
Insights:
Frozen desserts are an emotionally driven food with consumption triggered by life’s moments, serving as a way to celebrate or provide comfort.
The Solution:
Tie Righteous Gelato to life’s everyday Righteous moments through the idea: If you are what you eat, be righteous.
The campaign would use a cheeky tone to highlight relatable events worthy of celebrating (or seeking comfort from) with gelato. The company’s B Corp status and initiatives around environmental, social, and governance impact would be sprinkled into the work to reinforce brand values and support its stance as purveyor of righteousness.
Wild postings in key urban centres and targeted social posts would be used to launch the campaign.
Pop-up shops in key Canadian cities would also be used to get people to try the product. These shops would feature single serve and pints of Righteous Gelato, immersive installations for photo ops, a reservation-only tasting experience called guided tastes of gelato and exclusive flavours based on the city it is in. Additionally, the ethics and values of Righteous Gelato would be weaved into the design of the space to remind customers of the double meaning behind Righteous.