This is the story of a creator-led launch campaign that hooked three Italian grandmothers up to a lie detector and let them decide.
Meet Nonna Never Lies. We turned three real Italian Nonna creators, wired them to a polygraph and asked for their unfiltered verdict on the new gelato range. If it was good enough for Nonna, it was good enough for anyone.
Then we made it funny, because a taste test isn't a story. While they were strapped in, we asked the questions only a Nonna could answer. Did you sneak gelato before dinner? Do you really make your own sauce every time? Have you ever passed off shop-bought pasta as your own? The machine kept them honest.
Around the creator films, a narrative-led product seeding mailer was built for creators to open on camera, and a media relations push put the range everywhere from delicious. and Body+Soul to Kidspot and the grocery trade. Creator content delivered 63% of impressions, and the whole campaign came in under budget.
Our Nonna creators liked it enough to post five more clips we didn't pay for. The result was Connoisseur's most successful NPD launch to date, and a Nonna universe the brand can bring back again and again.
