Antonio Federici Campaign



Frederick’s Dairies, an Italian family-run ice cream business, certainly made their mark thanks to our irreverent approach to their new brand launch.

They needed an all-singing, all-dancing advertising campaign to introduce their new brand, ‘Antonio Federici Gelato’ to the UK public. The brand is sold exclusively in premium supermarkets Booths and Waitrose, plus Ocado online. A website was required, together with press and TV advertising and extensive, nationwide PR activity.


A website crammed with Italian imagery and character, advertising campaigns (featuring gay priests and pregnant nuns), an extensive catalogue of food and alcoholic gelato cocktail photography, all video production, all media buying, oh…and a funky Fiat 500 filled with opera singers who toured the country singing the new ice cream’s praises around Sainsbury’s stores. We even recorded their phenomenal voices in a Manchester music studio, a uniquely memorable track, which subsequently achieved fame across the globe.

Following the ASA banning of our advertising material, the brand became an overnight sensation, enjoying extensive coverage in the world’s media. It was the most shared story of the day on the BBC’s website, and even made the headlines on hit US Comedy Central show, ‘The Colbert Report’.