This month, we launched a delicious new campaign for our client, Galbani, bringing the viral “dessert-in-a-cup” trend to the streets of London with the UK’s first-ever National Tiramisu Latte Day.
Our brief was to cut through the crowded summer drinks market and showcase the versatility of Galbani Mascarpone, the UK’s favourite Italian cheese brand. Our strategy zeroed in on a major cultural moment: the boom in indulgent, textured iced drinks on TikTok. By transforming a digital craving into a real-world celebration, we tapped right into the appetite for premium, experiential treats.
To bring the campaign to life, we partnered with four of London’s coolest artisan cafés, tasking them with creating their own unique take on the social media sensation. The secret weapon was Galbani Mascarpone, which baristas whipped into a luxurious foam to replicate the velvety mouthfeel of a traditional tiramisu, layered over chilled milk and rich espresso.
The launch was a huge success, with consumers queuing down the street at Nonna Bakery in High Holborn to swap their usual caffeine fix for a free, premium upgrade.
Rebecca Wainwright at Clarion, comments: “Our role was to take a massive digital trend and translate it into a tangible, highly engaging experience for Londoners. By partnering with artisan cafés and showcasing Galbani Mascarpone as the essential ingredient for the perfect Tiramisu Latte, we’ve helped the brand own its place at the centre of this summer’s biggest drink craze. It’s a campaign that is both commercially smart and incredibly delicious.”
For those who missed out, Nonna Bakery is keeping the Iced Tiramisu Latte on its menu for the next six weeks. The campaign also supported Galbani’s charity partner, Anthony Nolan, with a donation from Galbani to help their life-saving blood cancer research.
