Case of the Mondaes

Talenti

Mondays are notably the worst day of the week, especially the Monday after July 4th weekend. On top of that, the country was suffering from an extreme heatwave, reaching 90°F degrees all across America.

What if Talenti raises the experience of Mondays everywhere, releasing an unexpected, hand-delivered crave-able Case of the Mondaes to cure your Monday blues. This elevated gelato and sorbetto treat will launch with an unmissable IRL pop-up in the heart of NYC, and extend through summer to be exclusively available via DoorDash, for all the Mondays in July in select major cities nationwide.

 

IRL Event

Talenti brought a surprise and delight moment to commuters at Bryant Park, New York City on a hot summer Monday. I oversaw all things creative on the ground - from set up to photography and videography coverage.

The interactive installation was an amazing hit! We were greeted with a forming queue before opening and the line consistently wrapped around the block. We received incredible verbatims from consumers who were Talenti fans, old and new!

“OMG it’s Talenti”

"Case of the Mondaes?!" How cuuuute!

“We get a real spoon?! Wow.”

*Girl on the phone*
“Your favorite ice cream brand is doing a pop up right now”

“Wow! The line wraps around the block?! I think Talenti might be worth it.”

Results & Press Coverage

We had $0 to spend on paid advertising - yet the goal was to achieve earned media headlines and get nationwide impressions. And we succeeded in doing so! We’ve secured 95 placements across online, social and print generating over 3.1 Billion impressions!! Our debut of the Case of the Mondaes on DoorDash was highlighted across a variety of featured pieces and National Ice Cream Day roundups - here are a few:

While some people fear the so-called "Sunday Scaries," Talenti has a solution for National Ice Cream Day.

Talenti Is Giving Away 500 Luxurious Treat Kits For National Ice Cream Day

Talenti is Here to Sweeten Your Monday Blues!

Talenti is excited to kick off the week with a sweet Happy Mondae

Talenti's Case of the Mondaes Kits Sweeten the Worst Day of the Week

MSN (UVM: 150.7M) | Tasting Table (UVM: 18M) | Good Morning America (UVM: 3.2M) | ABC News (UVM: 29.8M) | Yahoo News (UVM: 58.3M) | Time Out New York (UVM: 19.3M) | Parade (UVM: 22.4M) | Pix 11 (UVM: 2.2M ) | Trend Hunter (UVM: 668K) | AM Metro NY - online (UVM: 505.4K) AM Metro NY - print (Impressions: 175K) | New York Family (UVM: 78.1K) | FoodSided (UVM: 112K)

My creative role on this project:

  • Led ideation and concepting for campaign creative 

  • Oversaw production vendor in creation of the IRL interactive installation and Doordash delivery experience

  • Developed hero recipes to be shared and tasted by at least 500+ people

  • Developed overall campaign look and feel 

  • Oversaw all of activation design and box illustration

  • Developed shot list

  • Art Directed stills photography at in-studio shoot for launch materials

  • Oversaw and art directed photography and videography coverage at the all day interactive activation.

  • Collaborated on copy 

Client: Talenti | Agency: Edelman | Creative Team: Nancy Zhu, Grace Messara | Creative Oversight: Samantha Wilco | Design Team: Jen Serafini, Emily Klammer | Production Team: Denise Sante, Ray Hauserman | Account Team: Steven Lovern, Elaina Novak, Carly Serrano | Strategy Team: Madison Lehman | Vendor Partner: Promobile Marketing (PMK) | Studio Photography Team: Matt Monath, Tyler Morgan, Jason Schreiber