‘The Thrill of the Taste’ – a new platform idea for CONNOISSEUR via Leo Burnett, Melbourne

Taste is arguably one of the most stimulating of the senses. When we find ourselves experiencing extraordinary, tantalising ingredients – it is the taste that truly thrills us. It is the thrill of the taste that excites and stays with us long after the last mouthful.

Working with Leo Burnett Melbourne, ZenithOptimedia and Liquid Ideas, the new CONNOISSEUR stick range is launching nationally with a strapline and brand platform, ‘The Thrill of the Taste’, appearing across TV, cinema, outdoor, in-store, magazine and digital.

VIEW THE SPOT

Over the past 25 years, CONNOISSEUR Gourmet Ice Cream has set the benchmark for indulgence in tub ice cream in Australia. Now, in a bold move, Peters Ice Cream has launched a new way to enjoy CONNOISSEUR, moving outside tubs to a range of gourmet ice cream flavours on a stick, covered in premium milk chocolate.

Says Emma-Jane Collins, head of marketing at Peters Ice Cream: “We see the opportunity to set a new standard for premium stick ice cream.”

Available in single or multipack, the range boasts five exotic flavours – Kangaroo Island Honey with Pistachio, Murray River Salted Caramel with Macadamia, Sumatran Coconut, Madagascan Vanilla and Cookies & Cream.

The project is the first creative collaboration between Peters Ice Cream and Leo Burnett Melbourne since becoming partners at the end of 2012.

Says Jason Williams, executive creative director of Leo Burnett Melbourne said: “We wanted to capture the anticipation and visceral thrill of tasting something incredible for the first time. As humans, we love to explore through taste and discover new flavours that are exciting, memorable and rewarding. Through Thrill of the Taste we have aimed to bring this story to life in a beautiful way.”

The TV spot, directed by Jeffrey Darling via Moth Productions, aired nationally on Sunday, 29th September. Beautifully shot and crafted, it will leave you craving the thrill of the taste.