Jan Horsfall used to be my client on another brand. Now he owns this franchise. An incredible guy that always made decisions like an entrepreneur rather than a ‘marketing executive.’ When he called us up I couldn’t wait to work with him again. He always goes with the best creative and pushes you to make it better. He doesn’t’ try to make it his, he just tries to make it great. He didn’t have a big budget, but I would run through a wall for him.
When we saw his concept we discussed leveraging the fact that Gelato is healthier than our country’s beloved ice cream. When we saw his unique product creations, we felt there was something more. Some of his most irresistible products were chocolate based—really terrific concoctions. Let’s face it everyone loves chocolate, so “Chocolism” was born. To highlight our groundbreaking creations, we compared it to the most iconic, but outdated chocolate creation there is: the Chocolate Easter Bunny. We had despondent chocolate Easter bunny’s that left “goodbye cruel world” notes around the city next to their final resting place, angry Easter bunny’s that created a mock underground website. We had chocolate bunny’s running in local marathon’s driving people to the site. Hundreds protested outside of Gelazzi with terrific coverage that reached as far as Italy. Sales rose over 100% during the promotion. You don’t have to be big to succeed, you just need to be smart and sometimes not take yourself too seriously.