On January 11, 2014, in the middle of the Rio summer, theMomo Ice Cream, a brand founded by gelato enthusiast Walter de Mattos and friends, who brought together equipment, ingredients and Italian technique with the Carioca spirit, both in communication and, mainly, in gelato creations. Since then, Momo has grown with five other units in Rio de Janeiro and expanded to São Paulo, thanks to the legion of conquered fans. To celebrate momonacos (as Momo calls those who love its gelatos), the brand launches the Momo 10 Years campaign.
One of the main actions of the 10 Years with Flavor of Affection campaign, for which personalities who are fans of Momo and partner brands will create a gelato flavor that is related to each person’s personality, be it an affectionate childhood memory, or a recipe family or the reinterpretation of a chef’s dessert. So far, the names confirmed in the action include advertiser Washington Olivetto, chefs Pedro de Artago and Juliana Gueiros, athlete Carol Solberg, as well as Dengo Chocolates.
Each flavor will be available for one month in all brand units. The public will be informed of the current flavor and personality through visual communication in stores and on Momo Gelato’s social networks.
The action also has a social proposal: part of the amount raised from the sale will be donated to the institution Parceiros da Educao, an institution that works to improve the academic performance of students and promote the quality of public education, operating in Rio de Janeiro and in So Paulo, as a way of giving back to the population for their affection towards Momo Gelato. The expected amount raised is around R$150,000 in donations.
To mark the beginning of the 10 Years with Flavor of Affection action, Momo organizes a birthday party open to the public, on January 11th, at its first unit, on Rua Dias Ferreira (in the Leblon neighborhood), where it will be presented, In addition to the public’s favorite flavors and other activations, the first flavor of the campaign, W/Pera gelato. Created by Washington Olivetto, a sugar-free Williams pear gelato, enhanced by a dose of the famous poire Williams drink (brandy made with pear). It is a reinterpretation of a dessert served in the south of France, which is an old passion of Washington Olivetto, who calls himself a sovertologist, more than an advertiser. There will also be the Copa W/Pera, which will be served in a frapp glass, with two scoops of gelato and another dose and a half of poire williams.
Celebration also at Café com F
Café com F, the cafeteria that accompanies all Momo Gelato units with a wide range of coffees, panini, waffles, cakes and pies, could not be left out of the Momo 10 Years campaign. The first unit, in Dias Ferreira, underwent renovation to expand the cafeteria space and its services: it is now possible to offer breakfast, which is so requested by customers in the region.
This new Caf com F menu, available in all units, now includes: Cinnamon Roll (simple or with chocolate or pistachio topping) and Momo Frapp, in brigadetto, salted caramel and fragola (strawberry) flavors with milk .
Most present kitty
The Momo Gelato brand is characterized by the logo of a kitty in shades of yellow and aa, present in drawings on the walls of the units and in posts on social media. Now, due to the anniversary campaign, some units also receive a replica with medium dimensions with a button that simulates the animal’s mooing, but with a delicious or creamy sound, bringing interactivity, especially for children, or for the more excited.
Another addition will be to the uniform of the brand’s employees, with the presence of the new logo created to celebrate the brand’s 10 years.
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