The Brief
Parmalat approached us to develop a marketing campaign that made use of both an in-store and a digital element for the traditional ice cream brand, Aylesbury.
The Rationale
We developed the 'Take Summer Further' campaign. The aim was to drive sales of their Royalty and Dairy Soft ranges that are only available in SPAR supermarkets and Pick n Pays located within the Western Cape.
This campaign targeted mothers between the ages of 25 and 45. We created four original recipe tutorial videos that featured the ice-cream as the key ingredient. These ideas were used as organic social content and as Facebook advertising. The campaign ran for six weeks and yielded a reach of 46 103 unique user accounts, as well as a total of 1 209 Facebook page likes. In addition to this, we created the collateral for the in-store element.
FOR THIS PROJECT, I WAS RESPONSIBLE FOR:
CONCEPT DEVELOPMENT, VIDEO SCRIPTWRITING, SOCIAL MEDIA MANAGEMENT, PAID CAMPAIGN MANAGEMENT & COPYWRITING.
THIS PROJECT WAS COMPLETED IN 2019 WHILE I WORKED AS A COPYWRITER FOR WHITESPACE CREATIVE.
MELISSA MAY WAS THE LEAD DESIGNER.