Summer, full of sun rays and warm evenings, constantly encourages you to celebrate special moments in the most beautiful way. We do sightseeing, spend time with our loved ones and celebrate moments by taking photos. What else do we do? We enjoy delicious and unique Grycan ice cream. Because they add that extra bit and uniqueness to each moment, making it even more special and unforgettable.
Because this taste is truly unforgettable! Why? It consists of 100% passion, the highest quality ingredients and traditional recipes passed down from generation to generation.
Bestselling flavors have been delighting consumers for years. It’s impressive, isn’t it? Supposedly traditional, yet modern – this year Grycan introduced a unique novelty to its offer, that delights with its taste from the first spoon – Śmietankowe z sosem karmelowym (sweet cream with caramel sauce). We tried it and we can’t forget how delicious it is!
But we knew that since last year, which is why we decided to continue the „Unforgettable taste, traditionally” campaign. Last year’s creations brought us fantastic results! About 85% of respondents believed that the ads attracted attention and encouraged product purchases*, which was one of our main goals!
This year, we refreshed that communication and expanded it with a new flavor variant. This is another delicious project with this client and an unforgettable picture for our album of memories.
Challenge
Grycan ice cream is not only products – it is passion, tradition and carefully selected ingredients of the highest quality. But how to show it again in a way that is still fresh and intriguing? The challenge we faced when refreshing the „Unforgettable taste, traditionally” campaign is to convince not only older generation customers, but also the younger, to fall in love with the brand. To achieve this, we had to approach it with new energy, while maintaining last year’s flow.
We decided to do the same thing, but differently! All this required us not only to be creative, but also to be diligent in maintaining image consistency. We couldn’t let last year’s message fade and be forgotten – after all, it was an unforgettable ice cream campaign!
Approach
Our task was to refresh the „Unforgettable taste, traditionally” campaign from 2023. For this purpose, we made a shoot in which we took new pictures and refreshed the ones from last year. We changed the opening and closing scenes, adding some modern flavor and dynamic, having in mind Generation Z consumers.
As part of the campaign, we produced a 30-second advertising spot consisting of a 20-second part presenting the best-selling flavors and a 10-second part showing the new flavor in the portfolio. In addition, we made a 15 second one and 2 bumpers communicating bestsellers and new items separately.
As an extension of our activities, we have started cooperation with influencers who are not only popular on social media, but also fit our concept and the Grycan brand. As part of our cooperation, we sent them unique creative shipments. Apart from the product portfolio and brand hero, which is a golden spoon (with brand engraving), the shipment also included accessories handmade by our colleague from the creative department – Dominika Antczak. They were beautiful bottles filled with sand and pebbles with a letter on handmade paper, which not only described the idea of the campaign, but also emphasized tradition, which is an important element in Grycan’s communication.
Once again, we have shown that Grycan ice cream is unique and one of a kind, and every moment with it becomes unforgettable.
We will also use all scenes to create animated formats that will be unforgettably appetizing. The materials will appear in Digital channels, OOH, lifestyle press, cinema screens, but what we are most excited about – on TV. Just like last year, various format creations presenting the GRYCAN campaign flavors will be visible around the city. The most spectacular ones will feature large billboards in as many as 9 cities. The campaign will last until the end of July this year.
*SW Research panel study, August 2023
