tv commercial, photography
CHAPMAN'S SUPER PREMIUM PLUS ICE CREAM
IT'S ART
Campaign Overview: Introducing Chapman's Super Premium Plus Ice Cream
Objective
Our goal was to launch Chapman's Super Premium Plus ice cream line and position it as the ultimate ice cream experience, targeting urban professionals, foodies and luxury consumers aged 18 to 34 in the Canadian market.
Key Differentiating Features
Super Premium Plus boasts higher butterfat and overrun content, resulting in an exceptionally creamy texture. It is also the world's first allergy-friendly ice cream, completely free from peanuts, nuts and eggs. With all-natural flavours and carefully crafted quality, Super Premium Plus offers eight delicious flavours to please every ice cream lover.
Creative Concept: "It's Art"
Inspired by elegant perfume advertisements, our creative concept aims to elevate the perceived value of Super Premium Plus, positioning it as a desirable indulgence that captures luxury and distinction.
TV Commercial: 30-second "It's Art"
Meticulously designed to tantalize viewers, the commercial showcases the exquisite taste, all-natural ingredients and allergen-friendly qualities of Super Premium Plus. The luxurious imagery and elegant aesthetics appeal to the target audience's desire for a premium ice cream experience. It is broadcast nationally in both English and French.
Social Media Assets: Photography and Cutdown Videos
Our campaign includes a series of captivating visuals tailored for social media platforms. These visuals showcase the diverse range of flavours available and highlight the unique packaging design of the 500 ml containers. They aim to evoke a strong desire among the target audience, enticing them to indulge in the luxurious experience offered by Super Premium Plus. The social media assets include 4x:15 cutdown videos and 25 professional photographs.
Campaign Impact and Success
Our comprehensive marketing campaign successfully positions Super Premium Plus as a direct competitor to other premium ice cream brands. It generates interest among urban professionals, foodies and luxury consumers aged 18 to 34. Through the "It's Art" concept, we effectively communicate the luxury and distinction of the product, capturing the attention of our target audience. With a captivating TV commercial, social media visuals and professional photography, we showcase the exceptional quality, flavours and packaging of Super Premium Plus, enticing consumers to indulge in the ultimate ice cream experience.
Agency Relationships and Timeline
We have been working closely with Chapman's Ice Cream since 2015, establishing a strong and successful partnership that continues to flourish. Throughout the campaign, our collaboration with Chapman's Ice Cream remained steadfast.
Big Picture Strategy
Our overarching strategy is to position Super Premium Plus as the ultimate ice cream experience and a direct competitor to other premium brands. Through our campaign, we showcase the superior quality and unique features of the product while emphasizing the indulgent and luxurious experience it provides.
Media Mix
The centerpiece of our media mix is the 30-second TV commercial, which is nationally broadcast in both English and French. Additionally, our campaign includes social media assets such as cutdown videos and captivating visuals tailored for various platforms. We also feature professional photography that showcases the flavours and packaging of Super Premium Plus.
Evolution of Brand Messaging
Our brand messaging emphasizes the exceptional quality, taste and allergen-friendly nature of Super Premium Plus. During the campaign, we transitioned from highlighting key features to focusing on the luxurious and indulgent experience it offers. The "It's Art" concept effectively communicates the premium nature and desirability of the product.
Target Audience
Our campaign primarily targets urban professionals, foodies, and luxury consumers aged 18 to 34 in the Canadian market. We capture their attention through visually captivating campaign elements and resonate with them through our messaging.
Ad Spend in Relative Terms
Our ad spend is strategically allocated across various channels, including TV, social media and digital platforms to maximize impact and reach our target audience effectively. The media buy is national, including Quebec, on screen and digital with a widespread mix across all major players: Corus, Bell, Rogers, etc.
Timing
The commercial shoot took place in April and spanned three days. The campaign was launched at an optimal time, aligning with seasonal trends and consumer preferences.