Crema Lusso had an innovative proposition — a shelf-stable ice cream and gelato mix — but needed help turning that innovation into consumer demand and B2B traction.
Crema Lusso was an innovative shelf-stable ice cream mix that was struggling to sell its consumer products online and grow its consumer audience. The company also had a commercial version it needed to sell to foodservice and frozen-dessert retailers. We developed a marketing strategy and integrated marketing plan spanning PR, display advertising, email, social media, website improvements and DTC best practices.
We built an integrated consumer program around Crema Lusso's product story, combining organic social, paid Facebook and Instagram, promotional messaging, email and website improvements.
Crema Lusso's shelf-stable format solves a practical operator problem: it doesn't require expensive freezer space like frozen mixes, and it doesn't require rehydration like powdered mixes.
To spread the word, we created a B2B program spanning trade-show presence, sales materials, email marketing, trade advertising and media outreach.
The creative system extended from brochures and sales materials to advertising and event communications, giving Crema Lusso a cohesive way to tell its story across B2B touchpoints.
The program helped Crema Lusso build its consumer audience, increase online sales and generate stronger B2B demand.
It also earned story placement in two important trade publications — extending the brand's reach beyond paid and owned channels.
Consumer demand and B2B traction required different messages and different channels — but one integrated strategy.