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Serving Up Delicious Buzz for a Premium Product


Conagra wanted to launch an upscale Italian food brand – Gilardi – in schools across the country. However, the product wasn’t yet available for schools to taste test – and wouldn’t be for nearly a year! The challenge they brought to us was this: How could they generate excitement and interest that resulted in demand and orders without having the product in hand?


We determined that Gilardi would require a strong, multi-channel go-to-market strategy and campaign execution to create a successful product launch. We selected a small group of people for our exclusive launch to help us generate buzz about the new product – and enhance the upscale image of Gilardi. The invitation-only events and incentives motivated brokers to pre-sell the delicious offerings.

Wilson also developed a new Gilardi-branded website and multi-channel marketing campaign. National communications focused on selling the authentic experience and premium status of the Gilardi brand. Branded trays, t-shirts, and even a grand prize – a trip to Italy! – had our audiences drooling with anticipation!

SERVICES USED Identity Management | Brand StrategyWeb Design and Development | Digital MarketingEmail Marketing | Event Marketing | Advertising


Our strategic pre-launch marketing efforts helped drive a successful launch 12 months prior to product availability. Nearly 100% of food brokers participated in new product education efforts designed to generate awareness of the Gilardi brand. Digital sharing and promotions flourished. And best of all – once the product was out, kids kept asking for more!

Conagra loved the launch so much that we have become their agency partner of choice for additional product launches in this line. We now design materials for trade shows, mailings, and traditional and digital marketing efforts related to the Gilardi brand.

All Work

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