So Delicious has long been an industry leader in dairy-free products, but even as a giant in the field, So Delicious faced an uphill battle breaking into the booming low-calorie frozen dessert market. With new brands that sprung up overnight touted on every podcast, website and glossy ad, launching a new product into a highly competitive marketplace required a unique and targeted approach.
Although So Delicious is well-established with audiences who have food restrictions, the brand saw this new product as an opportunity to break into a new audience segment — wellness enthusiasts — and tapped Communications Strategy Group (CSG®) to connect and engage that segment of consumers. To that end, CSG developed a “Taste & Tell” campaign to engage micro-influencers and generate buzz about their new frozen Mousse offering.
