The Grycan brand has a long-standing tradition, rich experience, irresistibly delicious recipes and flavours that have been around for years. Everyone knows them. What not everyone realises, however, is that this ice cream possesses a secret super-power that is often used by our moms. Grycan ice cream is a reliable way to bring the whole family together around the table. Can you hear that? Mom is calling for ice cream, and no one can resist that.
The Challenge
The main star of the campaign was, of course, the ice cream. But not one flavour! The leading roles went to the best-sellers: nut-and-fruit, chocolate, and cream with caramel sauce. On top of that, two new summer flavours were launched.
So, our challenge was: how do we show through the screen, how mouthwatering the ice cream is? How do we convey its creamy texture, the richness of the mix-ins and that characteristic creaminess? But that’s not all! Our ice cream needed a story, too. One that would be real, warm, and close to home. Such a complex brief might have frozen many agencies — but not us!
What we did
We started with a very real observation. These days it’s more and more difficult to gather everyone at one table. You need a really good reason to step away from duties, phones or screens. And that reason is Grycan ice cream.
Do you remember how Mom used to call out from the kitchen, “Come for dessert!”, and we dropped everything and ran with the hope the dessert would be ice cream? That’s how our story began. A spot about flavours that truly bring people together.
We added toppings to this story with key brand-identity elements we’d developed the previous year: the golden spoon and the Polaroid-style photo frame. Both symbols perfectly capture the atmosphere of moments shared with loved ones.
Our in-house production company, GoldenProduction, created a 30-second main spot and a 15-second version, which aired on TV and in cinemas. To top it off, we made dynamic bumpers to promote the new flavours. Moreover, we translated appetising visuals and a family-friendly feel into new key visuals that make you want to reach for the spoon! The cherry on top of this ice-cream cake was also social-media communication encouraging spending time together.
There was a lot of work, and the timing was tight — after all, ice-cream doesn’t like hot lights on set. The result? As always, try and judge for yourselves. We have only one question: who’s in the mood for ice cream? 😉
