The Idea Brought To Life:

Who needs to see a gorgeous picture of dessert? A gorgeous woman licking the plate clearly communicates the product is worth devouring. And with the slightly seductive musings of Heidi, operators gain insight into the consumer’s love affair with dessert.

HEIDI’S GOURMET DESSERTS BRAND RELAUNCH
“Flirty not Dirty.”

OBJECTIVE
Refresh the Heidi’s Gourmet® Desserts brand to be exciting and relevant to foodservice operators.

STRATEGY
Grow brand awareness, increase share 7%, reenergise the sales force.

CULTUREWAVES®
(Barely Legal™)
Challenge societal taboos.

Be risque, maybe even a bit naughty.

Give in to temptation. Lick the plate.

RESULTS
The Heidi’s Gourmet Dessert year-to-date results are up 12% vs a year ago, far exceeding its sales goal of a 7% increase.