Hundreds and thousands a hit for Morelli’s Molinari mosaic
Morelli’s Ice Cream

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Morelli’s Ice Cream

Hundreds and thousands a hit for Morelli’s Molinari mosaic

Summer 2019

It was the weekend of The Open at Royal Portrush, and Northern Ireland was obsessed with everything golf. All the big names were there, including; Tiger Woods, Rory McIlroy, Shane Lowry and Italian favourite, Francesco Molinari.

Our brief was simple - include Morelli’s ice cream in the conversation and hype surrounding the event.

The Clearbox team came up with an abundance of  stunt ideas, but we kept coming back to our previous ‘sweet tribute’ concept, which we wanted to build on.. and wall mount.

To break through the noise that other local brands were making around Irish golfers, we commissioned the creation of a 4 x 1.5 metre sized mosaic of golfer Francesco Molinari, made entirely of ice cream ingredients. The masterpiece was a dedication to the winner of the 2018 Claret Jug, and a nod to Morelli’s Italian heritage.. The assembly took 10 hours, using over 70kg of ice cream sprinkles, before being proudly displayed at the the brand’s flagship store in Portrush..

The installation resulted in international coverage, reaching NBC Sports, BBC NI, UTV, ESPN, The Sun, The Daily Mail and the Sunday Times, plus more. Our total reach figure for the campaign was over 2.33 billion, Every piece of coverage mentioned the brand, and we even got Francisco Molinari talking about it..

Morelli’s reported that their Portrush location was non-stop with locals and tourists alike coming in to see the mosaic, and of course to sample the infamous ice cream at the same time. To repeat the words of our favourite NBC reporter: “if you come to Portrush, you have to get a Morelli’s ice cream”. We agree.

Read all about it here.