CASE STUDY: Master Rich TV Campaign – “Rich in Summer”
The Request
Here’s how KRI-KRI Master Rich TVC came to life: Kri Kri sought to launch their new Master Rich ice-cream stick flavor, choco caramel & macademia. The challenge?
To position Master Rich not just as a premium product, but as a celebration of the richness of everyday Greek summer — emotional, nostalgic, simple, and full of joy.
The Insight
In Greece, you don’t need wealth to live richly.
Rich is the sea view from your car roof.
Rich is the high jump to the water
Rich is a perfect ice cream enjoyed in a plastic pool in a hot summer day.
Our summers are rich — in friends, in flavors, in laughter, in freedom.
So we flipped the script:
The world’s richest ice cream was made for the world’s richest people — us.
The Big Idea
“Rich in Summer”
We connected the richness of the product to the richness of authentic Greek summer moments.
A campaign that’s indulgent, but not exclusive. Emotional, nostalgic, and completely relatable.
The Execution
We designed and produced a 35-second TV spot, supported by 12’’ cut-downs.
The ad is a visual love letter to summer in Greece:
- A mix of cinematic shots of Greek beach life & summer life.
- Vivid textures of the new Master Rich stick
- A confident, warm voice-over anchoring the story in emotion and pride
Key Elements:
- Original concept, script & direction by Leoussis a_
- Shot in high-definition with warm, natural color grading
- Sound design that evokes nostalgia with a modern twist
- Packaged for TV & social media rollout
Media Rollout
- Primary platform: Nationwide TV campaign (35’’ spot + 12’’ cut-downs)
- Secondary platforms: Digital / social media teasers
- Timing: Launch aligned with the start of summer season
Closing Line
We didn’t just advertise an ice cream.
We celebrated what it means to live richly — Greek summer style.
Because Master Rich isn’t just a product.
It’s a flavorful tribute to the richest season of our lives.
Date:
May 21, 2025
