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Carte D’Or uses magazines to inspire readers to get creative in the kitchen

Campaign delivers against KPI’s and achieves over one million page views 

Carte Dor

BACKGROUND

Ice cream brand Carte D’Or wanted to shift perceptions and broaden people’s approach to how they consume ice cream at home. They wanted to encourage consumers aged 45+ to be creative in the kitchen and choose Carte D’Or over other brands, whilst also showcasing their new Gelateria product range.

IDEA

Good Housekeeping delivered a concept that focused on captivating the minds, eyes and stomachs of the target audience by using beautiful imagery and exciting content, including recipes for ice-cream deserts devised by the editorial team.

The content would fall around key seasonal occasions, focusing on Easter, Summer and Christmas encouraging greater creativity in the kitchen, prompting them to see ice-cream not solely as a desert, but as an ingredient.

Carte D'Or

EXECUTION

The content was pushed out through magazine media - both print and digital in three bursts. In print, 53 pages of promotional pieces were produced across lifestyle titles including Good Housekeeping, Country Living, Prima and House Beautiful.

Good Housekeeping also created an online hub which drove audiences to purchase via animated display formats showcasing delicious recipes staring the Carte D’Or Gelateria imagery. With additional mechanics from social media and newsletter distributions, as well as a competition to win a place at an Ice Cream Pairing Masterclass – a Christmas competition hosted in the Good Housekeeping Institute.

RESULTS

The campaign delivered against its key objectives and KPI’s and was even extended beyond the original brief.

The best performing day in terms of traffic for this campaign was when the editorial newsletter was sent out. There were also over 2000 competition entries achieved in five weeks.