To launch Gelato Fiasco and raise awareness of the brand amongst millennial males, we collaborated with brand experience agency, Yakusan to open ‘The Log Cabin’ – a cabin-themed gelato car in Fitzroy, Melbourne. To generate excitement and footfall for The Log Cabin, we invited key media and influencers to a media event, and hosted bloggers throughout the 6-week pop-up period.

• 44 journalists and bloggers attended the launch event
• 3 pieces of coverage ran in Melbourne metro news publications (Herald Sun Small Bites, The Age Epicure and The Age Spectrum) with an approx. reach of 1,175,744
• 21 pieces of coverage in lifestyle and what’s on media with an approx. reach of 825,614
• Social posts from 10 influencers from the event with an approx. reach of 605,376
• 10 influencer visits to the pop up after launch, resulting in 8 social posts with an approx. reach of 92,000