Case Study: Gilardi achieves a successful pre-launch product debut with Wilson Advertising

Gilardi launches 12 months early with Wilson Advertising and reaches nearly 100% broker participation

Wilson Advertising was engaged by Gilardi, an upscale Italian food brand from Conagra, which faced the challenge of generating excitement and pre-orders for a new product launch in schools. The major obstacle was that the product would not be available for taste testing or distribution for nearly a year, making it difficult to build demand through traditional means.

The solution from Wilson Advertising involved creating a multi-channel go-to-market strategy that included exclusive invitation-only events, a new branded website, and a national communications campaign. This approach successfully generated significant buzz and pre-sales 12 months before the product was available, with nearly 100% of food brokers participating. The launch was so successful that Wilson Advertising became Conagra's agency of choice for future product launches.

Gilardi