Amanda Bruzzese, Emily Bucknall, Amanda Ramsey, Gabby Reese & Kelly Rogus

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Table of ContentsExecutive Summary- 2

Agency and Brand Strategy- 3History of Talenti Gelato- 4Competitor Analysis- 5Environmental Analysis- 6

SWOT Analysis- 7OObjectives and Budgeting-8

Research- 9Target Market- 10

Brand Value Proposition- 11Campaign Strategy- 12

Big Idea- 13Creative Strategy- 14EExecutions- 15

Creative Testing Results- 18Media Objectives and Strategy- 19

Media Mix- 20 Media Schedule- 23Media Budget- 24 Brand Activation- 25EEvaluation- 26Appendix- 27

Talenti, an American brand of gelato, was founded in 2003 by Josh Hochschuler in Dallas, Texas. Talenti gelato is

known for its unique flavors that are made with high quality ingredients from around the world. These flavors make Talenti irresistible for anyone who tries one of their 33 flavors. Although Talenti can be found in a variety of supermarkets their advertising is lacking. They need to

increase their brand awareness if they want to ddifferentiate themselves from their competitors such as Haagen Daz and Ben & Jerrys. Our mission is not only to increase brand awareness, but to emphasize their flavors that are brought in from delicious destinations. Through print, internet, and television advertisements, as well as direct mail, Wander Creative will promote Talenti gelato as a global brand whose products are made with luxurious

iingredients.

Executive Suary

Agency and Brand Strategy

Research, Brainstorm, Design, Implement, Evaluate

Here at Wander Creative we understand wanderlust; we know what its like to have the urge to always be moving, creating and exploring. We strive to provide our clients with innovative and ccutting edge ideas that will take their companies to the places they want to go. Founded in the fall of 2015 by five students from Ithaca College, Wander Creative continuously provides clients with the highest quality of creative work which is fueled by our constant desire for exploration. We are always on the move and we want to

take your company on its next journey.

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Wander CreativE

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History of Talenti Gelato

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2003Talenti Gelateria retail store opened in Dallas, Texas by Josh Hochschuler.

2007Talenti Gelato hits $1.2

million in sales.

2013Talenti expands its line to include 3-oz. gelato pops.

2006Shift from retail to

wholesale distribution. Talenti picked up by Costco

Texas.

2008Josh Hochschuler forms partnership with Steve Gill

and Eddie Phillips.

2014Unilver buys Talenti Gelato to expand its frozen food

division.

Competitor Analysis

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Strengths: - Globally recognized brand- Ben & Jerrys stores- Over 100 flavors - Strong print and online ad-vertising campaigns

Weaknesses: - International presence is not as strong as some competitors

Strengths: - Internationally recognized - Sold in grocery stores and Haagen Daz shops- Over 40 flavors - - Variety of product offerings Weaknesses: - Competition with more traditional ice cream brands - Cost ($6.99)

Strengths: - Professionally developed website and social media presence- 22 flavors- - Sold in popular retail locations

Weaknesses: - Not very well known- No advertising- Expensive($6.99)

Environmental Analysis

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Economic Forces

Sociocultural ForcesSociety is currently becoming more and more health conscious and as a result consumers are looking for healthier dessert options. There is an overwhelming awareness of the health impacts that sugary foods can have on individuals. As a result, this growing force has resulted in producers making their products healthier and more appealing to health-conscious individuals. Talenti has natural ingredients, which will appeal to our target audience.

Competitive Forces

Legal/Regulatory ForcesBoth Federal and State governments are creating laws and taxes on sugar products. Working along side the government is the FDA. TheFDA strictly regulates the manufacturing and transportation of all frozen dairy products and ensures that all regulations are stirctly followed.

Looking at Talentis competitors (Ex: Haggan Daz, Ben & Jerrys, and Ciao Bella ) we noticed that a majority are only targeting middle age women. These larger brands have also already established themselves in the marketplace and have cusotmers with strong brand loyalty .

Economically, gelato is seen as a luxury treat that people dont regularly purchase because of the cost. Customers who are willling to purchase gelato do not want a low quality product. Eventhough Talenti is priced higher than most ice cream, it contains quality ingredients with little artifical flavors. Talenti is also offered at a wide variety of stores such as Tops, Wegmans, Target, Rite Aid and Walgreens.

SWOT Analysis

- Consumers concerned with fattening dessert products- Competitors have similar products - Strict FDA regulations

Threats

- Market for gelato is small in the US- No advertising- Little brand recognition compared to competitors- Only sold in select grocery stores- Only sells gelato and sorbetto products

Weaknesses- Fresh and natural ingredients- 33 flavors- Different sizes: pint, quart, half-gallon and pops- All flavors are gluten-free, kosher & vegetarian- 30% - 30% less fat than traditional ice cream

Strengths

- Awareness of the quality and natural ingredients - Sophistication of tastes- Variety of flavors widens potential market

Opportunities

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Objectives and Budgeting

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Time FrameOur campaign will run from January 2016 to December 2016. We will follow a pulsing method with advertisements throughout the year while increasing the number of advertisements during the summer and holiday seasons.

Budget OverviewWe were given a budget of $12 million. We will effectively execute our campaign using 4 media vehicles.

Marketing and Advertising ObjectivesOur advertising campaign will increase sales of Talenti 1 Pint Gelato by 14%. This will be achieved by increasing brand awareness through a campaign which will focus on distinguishing Talenti from its competitors by highlighting the unique ingredients that create the wordly flavors. Our target market is both men and women ages 25 to 34. Talenti will have an increase of 80% in comprehension and 55% in conviction. This means that 80% of our target market will understand our message and 55% will find value and take interest in the message. We will accomplish this by having an effective reach of 80% and an effective frequency of 4.

Television Internet Print Direct Mail

ResearchObjectives

We created a survey using Qualtrics. Qualtrics is an online survey program that allowed us to create and distribute a survey over various social media sites to reach our target audience After we received a large number of responses we were able to analyze the data to better determine a way to

target our market through creative advertisements, detdetermine our target markets likes and dislikes in regards to our product as well as what they look for

when it comes to purchasing frozen treats.

Primary ResearchAccording to Statista data from 2014, U.S.

consumers top three favorite flavors are chocolate (16%), cookies and cream (13%), and vanilla (12%). From Simmons OneView, we found that news and

weather websites are among the most frequented in a seven day period for 25 to 34 year olds. Finally, we found that 89% of internet users between the ages of 25 25 and 34 were accessing the internet every day. This is the highest percentage out of all of the age

groups.

Exploratory Research

1.Assess men and women ages 25-34 awareness of Talenti Gelato2.To determine how our target market perceives Talenti compared to its competitors 3.To determine what media vehicles our target market uses

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Target Market

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Erik is a 27-year-old male living in Boston,MMassachusetts. He works as an accountant in the city and rents a townhouse with his girlfriend. On the weekends they enjoy watching shows such as Iron Chef and Man vs. Food and treating themselves to gourmet foods. He is a foodie with a sweet-tooth and looks for quality frozen treats that offer gourmet flavors.

Monica is a 31-year-old female living in the Upper West Side of MManhattan. Monica is single and owns a studio apartment where she lives alone. She works for a well-known public relations agency and often spends weeknights working late. When Monica is not at work, you can find her shopping with friends or working out at the gym. Monica is health conscious and sticks to a strict diet during the week. However, she believes in treating herself on the weekends and indulging in her favorite gelato. She turns to gelato in seek of non-traditional flavors anand a healthier alternative to ice cream.

Brand Value Proposition

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FunctionalCustomers choose Talenti to satisfy their sweet-tooth. By using the good stuff and the right stuff, Talenti only uses the finest ingredients from around the world. This provides the consumer with a sensational experience once they taste the delectable pint-sized product. Talenti attracts our target market of 25-34 year old men and women because it satisfies the needs and wants that they are seeking from a dessert.

EmotionalWhen a consumer takes a bite of Talenti gelato, they will automatically fulfill their basic physiological needs of hunger and their esteem needs will also increase. These needs are fulfilled by providing our target market with a product rich in flavor and quality. This makes our customer feel like they are treating themselves to something gourmet.

Self- ExpresiveEating Talenti can be compared to enjoying the finer things in life because only natural ingredients from around the world are used to make the gelato. This gives Talentis consumers a sense of affluence as they indulge in a gourmet and well-crafted gelato.

Campaign Strategy

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The ChallengeTalenti is not positioned in the minds of consumers as one of the top brands for frozen dessert. It is newer to the market so people are unfamiliar with the Talenti brand and do not have a strong connection to thecompany.

Key InsightsConsumers in our target market appreciate creative, gourmet flavors. They are more willing to choose products whose flavors stand out from competitors and are made with quality, unique ingredients.

Brand PromiseWander Creative will position Talenti in the minds of consumers as the leading gelato in terms of quality exotic ingredients that produce delicious flavors.

The Big IdeaDelicious Destinations

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Creative Strategy

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Creative Strategy

Copywriting

Art Direction

Wander Creative will combine print and digital advertisements to spread Talentis latest campaign Delicious Destinations. Our advertisements focus on the origins of ingredients that make Talenti unique and decadent. They suggest that you can taste the world simply with a spoon and a pint of Talenti in hand.

Our ads focus on the destinations that the ingredients that are used in Talenti come from. They feature departure boards with the Talenti flavors and their origins, airports, planes, passports and maps. Our television commercial showcases one of our brand activations by showing Talenti being given out on a flight. Each advertisement features Talentis product and/or logo.

All of our ads will include the slogan Delicious Destinations. This will keep the message consistent throughout the advertising campaign. Print and online advertisements will include copy that focuses on the origins of the flavor. The fonts we chose for the print ads is the font you would expect to see on a departure board at the airport. We paired this font with a light playful font which will encourage our audience to relax while enjoying our product. Finally, each ad has a call to action, whether it be clicking on the ad to take you to the Talenti website or directing you to purchase Talenti in a store.

Creative Executions

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Creative Executions

Airline stewardess asks for boarding ticket and says enjoy your trip. *Relaxing music plays in background

Airline stewardess tells passangers that since they are headed to the Mediterranean that they have the chance to try Talentis Mediterranean Mint Gelato.

Passanger enjoys a jar a Talenti Mediterranean Mint after enjoying a

sample.

Upon arriving at the Delicious Destination, the passanger leaves the

airport with Talenti Gelato in hand. 16

Creative Executions

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Direct Mail

Online Leaderboard

This online leaderboard advertisments is interactive. When the user rolls their computer mouse over any of the tan circles the airplane will begin heading in that direction and land on the circle. This will then display which Talenti Gelato comes from that destination.

Online Medium Rectangle

Creative TestingAfter testing our ads in the target market, Wander Creative received responses that reinforced a positive perception of our big idea "Delicious Destinations. We found that of the people that were exposed to our message, they expressed that Talenti appeared as a luxury treat. Words like travel, exotic and unique

were used often when asked what consumers thought of the brand.

Talenti seems expensive and sophisticated- its a treat that you cant have every day.

I really like the concept. I would guess that Talenti is aiming for gelato that isnt flavored by artificial ingredients.

The ads make me feel like Talenti would take me on a destination vacation; like its a yummy, exotic treat."

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Target Market

Geographic Scope and Message Weight

Reach and Frequency, and Continuinty

Dimensions

This campaign will have an effective reach of 80% and an effective frequency of 4. Our cam-paign will follow a pulsing schedule with continuous advertising throughout the year and an increase in ads during certain time periods. Exposure will be increased during the months of April-September and November- January. The summer months is when ice creams sales are the highest as the weather is the warmest. We will also run advertisements during the holiday

Television Advertisments: 30 second commercialPrint: 1 Full Color Page with Bleed Internet: 728x90 pixel Leaderboard and 300x250 pixel Medium RectangleDirect Mail: 8 x 4

Our target market is men and women ages 25 to 34 years old. We are focusing onhardworking individuals who are financially stable. They live a generally healthy lifestyle but do not want to miss out when it comes to dessert. These

individuals tend to stray away from traditional flavors and take pride in their unique palate. We will reach our target market by using a variety of media including print and online advertisements, television commercials and direct mail.

Since our target audience is spread throughout the country, our campaign will be national. While there will be a consistent amount of exposure for this campaign across the country, major cities in the nation will receive a heavier exposure to our advertising.

Media Objectives & Strategy

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Media Mix- Magazines

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People Stylewatch is a magazine that provides a source of entertainment and celebrity news on anything related to style trends for the season. People Stylewatch will connect the consumer to the celebrities the look up to and keep them in-style.

Elle Dcor is an information magazine that provides an array of information and ideas on how to decorate and design a house, room, furniture and even how to makeover parts of your home. This magazine will reach our target audience who are buying their first or second homes and stimulate their imagination which is what we want for this campaign.

GQ is a men's magazine that provides style advice and tips, entertainment, pop culture news, and interviews with influential men. This magazine will successfully reach the men in our target audience and persuade them to buy Talenti.

Allrecipes is a cooking magazine that all passionate cookers enjoy to find new recipes. It has an array of recipes ranging from main dishes, desserts, healthy, and slow cooker meals making it easy to spice up your dish.

Media Mix- Television

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The AMCs Walking Dead is a horror drama series based on a man who awakens from a coma to confront a post-apocalyptic world overrun by zombies. This TV series is one of the most talked about shows amongst our target audience, with one of the highest ratings.

Foxs Family Guy is an adult animated sitcom that features a family known as the Griffins. This light-hearted comedy appeals to a wide range of people who will be reached through advertisements and increase Talentis brand awareness.

Good Morning America is a show that reports the morning news. The show interviews relevant people and reports important topics in the headlines every morning. Many people tune into Good Morning America before they commute to work, so our advertisements will reach our target audience nationally.

Food Network is a cable and satelite television channel. It is avaliable to approximately 83.3% of households with TV in the United States. Programming includes, Cupcake Wars, Chopped and Iron Chef America. As our target market is interested in gourmet foods they will watch Food Netowrk and therefore be exposed to our advertisements.

Naval Criminal Investigative Service (NCIS) is CBS highest rated and most watched show to date. It is a drama series that follows an iconic Naval investigative team. Advertising during this show will allow Talenti gelato to be widely exposed to the target market.

Media Mix- Internet

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Expedia is your go to website when it comes to booking any travel plans you may have from flights, hotel, car rentals, and vacation packages. This platform will allow us to reach our target audience who has wanderlust and wants to visit a delicious destination.

Weather Channel is a reliable source for checking the weather all around the world. People of all ages use this trustworthy source, thus our target audience will most certainty be reached. There is a chance that most people who are booking a trip to a delicious destination will want to check the weather for the dates they plan on going.

Guardian is the worlds leading liberal voice website that reports on the latest US news, world news, sports, business, opinion, and reviews. Seeing as many people seek to the Guardian for the lastest news, we are likely to reach our target audience who are active members of society and seek the latest information.

Refinery 29 is the modern womans guide to living a stylish, well-rounded life from entertainment to fashion to health and more. Since Talenti is made with the finer ingredients, advertising on Refinery 29 will allow us to reach the women in our target market who like to indulge.

Time magazine is a weekly news magazine, publiched in New York City. TIme has the worlds largest circulation of a nrews magazine and has a readership of 20 million in the United States. It is also the 11th most circulated magazine in the United States reception room circuit.As our target market keeps up with news this is a good medium to reach them.

YouTube is an online platform where users can upload, share and view videos on any topic. The most popular topics include music and vlogs (video blogs). YouTube is a common place where people enjoy music during work. By taking over the homepage we will be able to reach a large portion of our target audience.

Media Schedule

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Media Budget

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Brand Activation

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Ice Cream Truck PromotionObjective: To raise awareness of the Talenti brand by giving people the opportunity to try various flavors and form a connection with the brand.

Strategy: The ice cream truck will drive around major US cities such as New York, Boston, Chicago and Los Angeles. The truck will arrive in each city and be stationed in a high foot traffic area in order

to create the most buzz. Customers will be able to sample the various flavors. We will tell them to use #deliciousdestinations on social media sites in order to receive a coupon for $2 off a 1 pint jar of Talenti. By combining the food truck and social media we

Objective: To postion Talenti in the minds of the consumer as an alternative pairing to traditional desserts that are normally featured on the show.Strategy: In the beginning round of the show, the contests will be challenged to create a cupcake that can be paired with various Talenti flavors. This will give viewers different dessert pairing that they can use in their own lives that rival the more traditional dessert options.

Cupcake Wars Collaboration

Youre about to take your taste buds on a trip to Tahiti! Home of the vanilla bean! Talk about a delicious destination.

Have a safe flight and enjoy! - The Talenti Crew

Not only are we better than airline peanuts, were the best! Here at Talenti Gelato & Sorbetto,

we use nothing but the finest ingredients.

Flights with Talenti

Strategy: Partnering with Emirates Airline, we will pass out Talenti to passengers on flights headed to the places where the ingredients are from. For example, on flights headed to Tahiti passengers will be able to try Tahitian Vanilla. This will reinforce our message that the ingredients that go into Talenti are the finest natural ingredients.

Objective: To reinforce the connection between Talenti and unique ingredients that go into creating Talenti Gelato.

EvaluationOur three main goals were to increase comprehension by 80%, conviction by 55%, and sales by 14%. We predict that through our carefully planned campaign we will be able to reach these goals. Below are charts and graphs we will follow

to achieve our objective goals.

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Creative BriefBackgroundWe use only the good stuff. The right stuff. We start with fresh milk, straight from the farm, and fine, pure cane sugarabsolutely never high-fructose corn syrup. We hand-pour the sugar from large sacks, blend in the milk and add the finest ingredients sourced from all around the world to craft our 33 flavors of gelato and sorbetto. -Talenti Gelato

Increase consideration for and purchase of Talenti Gelato by the target audience.Objective

Target Audience

Consumer InsightOur customers value quality ingredients and an exclusive taste.

Key Message

Desired Response

Creative Strategy: The Big IdeaDelicious Destinations

We will tell our target audience that eating Talenti Gelato can stimulate their senses by providing them with all natural, exotic ingredients.

We want our target audience to think of Talenti Gelato as a frozen treat unlike any other. We want them to feel as though they are indulging in their favorite dessert without having to worry about what is inside the gelato. As a result of this, we want them to buy our product, recommend it to friends and family, and continue to choose it as their go-to frozen treat.

Our target audience will be both men and women ages 25-34, who have full time jobs and are financially stable.

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Fun Fact

Digital Marketing

Once suffered from cronic brain freeze from eating Talenti too fast.

New Rochelle, NY

Sydney, AustraliaCapri, Italy

Sea Salt CaramelSicilian Pistachio

Age 20

JuniorIntegrated Marketing Communications

Minor Nutrition Promotion

Fun Fact

Once ate an entire jar of Talenti Gelatio in five minutes.

MarketingAnnapolis, MD

London, EnglandLugano, Switzerland

Coffee Chocolate ChipChocolate Peanut Butter Cup

Emily Bucknall

Age 20

JuniorIntegrated Marketing Communications

Minor Legal Studies

Stoneham, MAAdvertising

Sydney, AustraliaSan Jose, Costa Rica

Holds the world record for the fastest gelato consumption.

Amanda Ramsey

Carmel Cookie CrunchMediterranean Mint

Age 20

JuniorIntegrated Marketing Communications

Minor Writing

Fun Fact

Event Planning

London, England

Once camped in at Wegmans for the Talenti shipment.

Lancaster, NY

Gabrielle Reese

Age 20

JuniorIntegrated Marketing Communications

Minor Spanish

Oatmeal Raisin CookieSalted Peanut Caramel

Fun Fact

Lactose intolerant, but will suffer for Talenti gelato.

ArubaFlorence, Italy

Toms River, NJEvent Planning

Fudge BrownieCaramel Cookie Crunch

Kelly Rogus

Age 19

SophmoreIntegrated Marketing Communications

Minor Psychology

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End Notes CFR - Code of Federal Regulations Title 21. (n.d.). Retrieved December 4, 2015, from http://www.accessdata.fda.gov/scripts/cdrh/cfdocs/cfcfr/cfrsearch.cfm?fr=135.110

Google. (n.d.). Daily internet usage rate in the United States in 2014, by age group. In Statista- The Statistics Portal. Retrieved December 04, 2015, from http://www.statista.com/statistics/348247/daily-internet-usage-age-group-united-states/

McCarthy, J. (n.d.). Hagen-Dazs aims for honesty with Real Emotions ad campaign featuring real couples. Retrieved December 4, 2015, from http://www.thedrum.com/news/2014/08/12/h-agen-dazs-aims-hones ty-real-emotions-ad-campaign-featur ing-real-couples

Talenti Gelato e Sorbetto | Gelato, Gelato Recipes, Sorbetto, Sorbet, Hormone Free. (n.d.). Retrieved December 4, 2015, from http://www.talentigelato.com/

Talenti: Got a whole gelato love. (2014, October 9). Retrieved December 4, 2015, from http://fortune.com/2014/10/09/josh-hochschuler-talenti-gelato/

Unilever Scoops Up Talenti Gelato Brand. (n.d.). Retrieved December 4, 2015, from http://adage.com/article/cmo-strategy/unilever-scoops-talenti-gelato-brand/296053/

Yahoo. (n.d.). Consumers' favorite ice cream flavors in the United States in 2014. In Statista - The Statistics Portal. Retrieved December 04, 2015, from http://www.statista.com/statistics/268348/us-citizens-favorite-ice-cream-flavors/.

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