Lancio di Extrême Cookie Cone Froneri

Frontiers is the second largest company globally in the ice cream business. She is currently the owner of some of the brands that have made ice cream history – Grandfather’s Cup, Maxibon e The Creamery – and still know how to satisfy the most demanding palates. Its history has distant roots: in 1919 Angelo Motta founded his first artisan pastry store in Milan., in 1995 – after some 80 years of success – Gelati Motta enters the Group Nestlè and shortly thereafter, in 2016, from the joint venture between Nestlé e R&R, was born Frontiers.

In spring 2022, the company will launch the new Extrême Cookie Cone, a product intended to break the mould by combining taste e experimentation. Its particularity lies in the wafer: the traditional composition is replaced by a cone made of crunchy cookie cookie with chocolate chips capable of maintaining its fragrance for a long time.

A Spencer & Lewis has been entrusted with the management of PR & Media Relations with the aim of promoting the launch of Extrême on national media, online and offline. The strategy developed consisted of. two strands – one experiential and one informative – to tell about the extraordinary innovation proposed by Froneri through a significant communication operation.

A small panel of journalists received as a gift a mysterious box, with inside, a world premiere of the cone cookie and one special invitation for the presentation of Extrême at the Factory NoLo, a Milan. During the event, the press was involved in a unique experiential journey: a immersive show dinner curated by Michelin-starred chef Thomas Arrigoni, themed Extrême.

The launch of Extrême Cookie Cone was enriched with the conveyance of the BVA-Doxa research e Froneri Italy on the relationship between Italians and packaged ice cream, a round of interviews and in-depth and an intensive follow-up.

The launching operation of Extrême Cookie Cone, edited by Spencer & Lewis, generated a total of more than 150 outputs, involving over 5 million users, with articles e product showcases in online and print media outlets, along with interviews radio e television.