Publicis Groupe Claims “It’s So Good to Be Different” for Gigi Gelato (a Greenyard Brand)

Client

Greenyard

Date

June 2024

Expertise

Content

Recently, Publicis Groupe Belgium added Greenyard to its client portfolio as a 360° partner, following a brief but compelling pitch round. In collaboration with the client, a strategic framework was developed. Market research, creative, media, and public relations now fall within the agency’s scope.

See the press release

The case study

Greenyard, a global leader in fresh, frozen, and prepared fruits and vegetables, successfully acquired the Italian plant-based ice cream brand Gigi Gelato in the spring of 2023. This was a logical move, fully aligned with Greenyard’s strategy to create a complete range of healthy, 100% plant-based products for every moment of the day.

With Gigi’s unique combination of fruit and vegetable flavors, Greenyard offers more than just a plant-based alternative. It’s a true challenger in the entire frozen snack category, where the majority of Belgians still opt for more traditional options. The brand’s strategy and the “It’s So Good to Be Different” campaign encourage people to be more curious and dare to step off the beaten path.

The creative approach aims to challenge consumers’ traditional mindset. With unexpected flavor combinations such as orange-ginger-carrot (a total of four unique flavor combinations are already on the market, with more in development), Gigi invites people to be surprised and discover the joy of a new taste sensation, while still maintaining familiar tastes and textures.

Taking a bite is an invitation to step into the world of Gigi—a world full of flavors, colors, and fun. A world where sunshine isn’t necessary to enjoy a delicious moment.

Cedric Pauwels, Group Communications & Public Affairs Director at Greenyard, enthusiastically reflects on the campaign launch: “As a true plant-based outsider, Gigi has the potential to forever transform the frozen snack aisle. Consumers who taste Gigi are immediately convinced. With determination and a clear vision, we aim to make Gigi a true fan-favorite brand, directly associated with Greenyard. Despite the short time frame we had to execute the campaign, we worked with Publicis Groupe, bringing a lot of energy and passion to develop a solid 360° integrated plan. This plan focuses on recognition, awareness, and conversion.”

The campaign, which will run throughout the summer, includes television (30″ and 20″), Video On Demand, outdoor advertising in bus stops and on the coastal tram, DOOH, as well as a social media and online video campaign.

Credits

Cedric Pauwels

Olivier Jageneau

Kobe Vanhaecke

CLIENT TEAM

Client Lead
Frederic Sodermans

Account Manager
Guillaume Piron

STRATEGY

Head of Strategy & Data - Planning
Matthias Langenaeker

Head of Strategy & Data - Brand
Berten Peremans

Strategy Director
Yves Van Landeghem

Sr Brand & Campaign Strategist
Lise Tran

Strategic Intelligence Lead
Matthias Langenaecker

Marketing Intelligence Strategist
Dieter Vits, Lauren Tran

CREATIVE

Chief Creative Officer
Eduardo Marques

Creative Director
Werner Van Reck

Head of Art
Guilherme Nunes

Creatives/concept providers
Catheline Leroy, Jolien Elegeert

CONTENT

Connection Planner
Julie Maris

Content Strategist
Christina Goosdeel

Content Creatives
Louise Vankueken, Jeroen Van Laethem

Content Manager NL
Mayte Destino

Content Manager FR
Lauranne Davaine

Copywriter NL
Catheline Leroy, Jolien Elegeert

Copywriter FR
Philippe Dorval

MEDIA

Media Planning Executive:
Ines Boisdenghien

Touchpoints Expert
Nicolas Backaert

Touchpoints Expert Coordinator
Phaedra Gabriels

Touchpoints Experts OOH
Joëlle Geeurickx

Paid Social Expert
Rayan Mahamud

Senior Social Expert
Simon Masset

Programmatic & Direct Coordinator
Anna Krasowski

Adops Coordinator
Romuald Rascle

Head of APEX
Willem Weeninck

PRODUCTION

Design & DTP Lead
Romaine Dhainaut

Creative Designer
Mauro Cordella, Natacha De Nauw

3D & Motion Designer
Teo Rasmerita

Creative Retoucher
Fred Dupont

Sr Chromist & Retoucher
Francois Baudon

Sr Infographist/DTPer
Thierry Staes

Print Producer
Marleen Hemeleers

Moving Images Producer
Daan Feytongs

PR & INFLUENCER

Head of PR & Influence
Astrid Mattelaer

Directors
Bastiaan Lochs & Jonathan Van Hemelrijck

Executive Producer
Jesse Vander Meersch, Leila Fisher

Producer
Monica De Bock

Production Assistant
Guillaume Boffé

1st As
Jasper Flikschuh

DOP
Virgil Leclercq

1st Ac
Steve Francois

Gaffer
Gert-Jan Coorevits

Key Grip
Gilles Lacroix

Styling
Fiona Rombaut

Art Direction Studio
Cachet

Art Director
Jara Vlaeminckx

Food Styling
Laura Noppe

Make Up Artist
Maria Overejo

Casting
Mathias Sourbron

Post Production Supervisor
Jasper Flikschuh

Editor
Joost Prins

Color Grading
Virgil Leclercq

Audio Post Production
Sonhouse

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