Campaign Spotlight: Talenti
How reinforcing the (delicious) details of the brand resonated with podcast listeners
Think about it: Just how many raspberries does it take to break the machine that makes your favorite sorbet by Talenti? (True story, by the way.)
Hosts from two of our food-focused podcasts asked listeners to picture this image in their mind, as they praised the fresh ingredients inside every container of Unilever’s brand of gelatos and sorbets. They asked listeners other amusing questions, like:
Did they need to try 25 different chai teas to find the perfect spice blend for their Vanilla Chai gelato? Did they have to invent giant mint steepers to make their Mediterranean Mint super-minty?
Those vivid details seemed to stick in listeners’ heads. We know because we tested it.
In our survey of 608 listeners, 74% were able to recall a feature of Talenti gelato from the ad they heard.
And those delicious descriptions had a serious impact on listeners’ appetite for the dessert. 71% said they were somewhat or much more likely to buy Talenti after hearing the ad.
Podcasts deliver memorable results like this because podcast hosts are experts in their field. In this case, by aligning Talenti with food content, listeners better trusted the testimonials by the show’s hosts that the product was fresh and delicious.
All the more impressive is that these results were generated by short 30-second pre-roll spots.
The lessons are clear: take a great brand story, and trust engaging podcast storytellers to tell it. Equip them with vivid features and descriptions, and you’ve got a recipe for success.