Together with Bananas, Raffaello aimed to create an endless summer experience focused on self-care and wellness. The campaign emphasized the importance of taking time for oneself while also boosting brand awareness.

The goal was to eliminate the misconception that Raffaello is a chocolate praline when, in fact, it is not. Participants were encouraged to taste Raffaello pralines, combining generosity with moments of relaxation and well-being.

To bring this vision to life, we introduced a giant beach chair, an inviting and Instagram-worthy prop where people could unwind and capture unique photos, whether solo or with friends and family. This engaging activation was set up at various strategic locations, including evening markets along the Belgian coast, city centers, and popular festivals. Each site was carefully selected to reach a wide and diverse audience, encouraging them to experience the essence of Raffaello in a relaxing and memorable setting.

Stand building was a crucial part of the setup, creating a welcoming environment for attendees. Thousands of contacts were made through direct and indirect interactions, with attendees treated to samples of Raffaello pralines, further enhancing their experience and creating positive associations with the brand. The photo activation encouraged participants to capture and share their moments on social media platforms like Instagram and TikTok, amplifying the campaign’s reach.

The campaign successfully reached and engaged a wide audience, with every generation learning more about Raffaello. We surpassed our target engagement levels, with participants expressing delight in discovering the brand and savoring the delicious pralines. The interactive elements and indulgent treats ensured that the campaign not only boosted brand awareness but also left a lasting impression on all who took part.

The challenge of eliminating misconceptions about the pralines was met head-on through sampling, testing, and tasting, with positive feedback shared widely on Instagram and TikTok, solidifying the campaign’s success.