Skip to main content

Why the "Unique Family" Campaign Resonated with Zagreb's Residents and Tourists

Goals and objectives

Our primary goal was to launch Ledo’s new Quattro ice cream flavors with a native advertising campaign that not only captured attention but also engaged both domestic families and foreign visitors in Zagreb. We aimed to create a memorable and interactive experience, highlighting the diversity and uniqueness of families while promoting distinct ice cream flavors. The mission was to foster a connection between the brand and consumers through shared experiences, emphasizing that, just like families, the Quattro ice cream offers a unique blend of distinct elements. 

Another objective was to create sense of family among strangers and random people in a unique, guerilla way. To achieve this, we set out to create an immersive outdoor event, placing a typical Croatian ”family” in the heart of Zagreb’s Zrinjevac. The family acted as hosts, inviting passers-by to join in various activities and taste the new ice cream flavors. Simultaneously, a native online contest encouraged broader participation, inviting readers and attendees to share what made their families unique. We aimed to generate a sense of community and celebration around diversity, aligning Ledo Quattro with the idea that being different is what makes us all special.