WORK TYPE:
CASE STUDY
CLIENT:
CHAPMAN'S ICE CREAM
YEAR:
2025
EXPERIENCE:
INTEGRATED MARKETING CAMPAIGN
Chapman’s Passport is a mock integrated marketing campaign designed to introduce a premium line of internationally inspired ice creams: Matcha Mochi from Japan, Pistachio & Cardamom Kulfi from India, and Ube & Coconut Macapuno from the Philippines. The concept combined global flavour trends with Chapman’s tradition of Canadian quality ice cream.
The challenge was to create a new sub-brand identity that differentiated the Passport Collection from Chapman’s core product while remaining recognizable. This required strategic positioning, consumer research, and developing mock assets, including: logo, packaging, social ads, and rollout visuals; all while maintaining cohesive design language across platforms.
SWOT Analysis, Product & Pricing Strategies
Chapman's Passport Creative Brief.pdf
Poster Ad: key graphic featuring the slogan, ice cream flavours and Chapman’s branding.
Out-of-home (OOH) Ads: on billboards, placed at transit stations and high traffic areas with groups (e.g. parks).
Product Mock-Ups: the brand new flavours of Chapman’s Passport line, each offered in a pint size tub.
Paid Online Ads: for websites and other online activity.
Video Ad: to be featured on social media (YouTube, Instagram), TV (cable commercials) and on digital OOH. (Can be split to create 3 separate commercials for each flavour with the end title card.)
Email Marketing: featuring exclusive perks with sign-up.
Coupon: from email after subscribing to newsletter - to generate foot traffic in-store and online sales.
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The final campaign presented a 360° brand experience, complete with key visuals, influencer teaser posts, and mock OOH (out-of-home) ads. The project demonstrated my ability to lead concept ideation, design, and execution within a cohesive integrated strategy. Feedback highlighted its strong visual identity and realistic campaign framework suitable for a national launch.
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The result of a successfully sweet campaign 🍨✨