Loacker
Elevating an Italian icon to cult-favorite status in the U.S.
Strategy | Creative | Paid Media Planning + Buying | Social | PR & Influencer
Celebrating 100 years. Building on a five-year collaboration.
In partnership with legendary chef and entrepreneur Giada De Laurentiis, we turned this milestone into a cultural moment, leveraging her Italian roots and trusted culinary voice to position the brand as a deliciously elevated, thoughtfully indulgent choice for U.S. consumers.
Digital Video
Brand Activation
We designed our appearance strategy to deliver value to all of the brand’s priority audiences: retail customers, influencers + media, and consumers. As an emerging brand in the U.S., Loacker needed to not only build consumer awareness and love, but also strengthen credibility with trade partners and capture attention among influencers and media, maximizing the brand’s celebrity partner investment.
To amplify Loacker’s Quadratini Sundae giveaway at Eataly Flatiron, Haberman partnered with TikTok creator Ted Zhar for a “man-on-the-street” interview with Giada De Laurentiis—turning a local activation moment into an authentic, buzzworthy social content, garnering more than 10 million views across Instagram and TikTok.
Loacker x Giadzy by Giada de Laurentiis Limited-Edition Gift Box
Haberman led strategy, design, and execution for Loacker’s collaboration with Giada De Laurentiis’ lifestyle brand, Giadzy, creating an exclusive Loacker x Giadzy Limited-Edition Gift Box. Curated by Giada herself, the box highlighted her favorite Loacker treats alongside Giadzy staples, including Giadzy’s olive oil and a signed copy of her new cookbook, Super-Italian. Gifted to 100 fans over 100 days, the giveaway invited fans to celebrate Loacker’s 100 years and the shared values at the heart of both brands — authenticity, good ingredients, and pure goodness in every bite.
Exclusive Recipes
- New broader awareness media is driving significant brand awareness and perceptual lifts in core markets.
- Loacker’s U.S. business achieved 3x growth over the last 5 years, when the partnership with Haberman began.
- PR and paid media investments supporting seasonal launches helped drive awareness and momentum behind new distribution in key priority retailers.