Arome Bakery partners with Labelee for social-led product innovation

Arome Bakery has unveiled a new creator-led collaboration with Labelee, the frozen chocolate dessert brand founded by content creator and entrepreneur Artem Ansheles.

Ansheles was involved from the earliest stages of the initiative, resulting in the Arome-exclusive Matcha Raspberry Chocolate flavour, inspired by Arome's Japanese bakery heritage while reimagining Labelee's signature frozen chocolate experience. The creator also played an instrumental role in shaping campaign storytelling, creative assets and social content strategies. 

At the core of the campaign was a belief that social media should not be treated as a post-launch advertising channel, but as the starting point of the consumer journey. Product development, packaging design, launch experiences and content production were all created with social engagement in mind, allowing the campaign narrative to unfold organically across multiple touchpoints. The campaign is done in partnership with creative agency Curious Few and event and PR agency DDPR. 

Targeting young working adults, trend-conscious dessert lovers and social media users, the collaboration also supported the launch of Arome's -18°C frozen dessert range, offering consumers a convenient and longer-shelf-life dessert alternative that can be enjoyed anytime at home, while creating new consumption occasions beyond traditional bakery purchases. 

To sustain consumer interest beyond launch day, Arome activated a diversified content ecosystem spanning lifestyle social platforms, foodie KOLs, authentic product reviews, educational content around consumption occasions, behind-the-scenes development stories and entertainment-driven content formats.

From revealing the product creation process to showcasing preferred consumption methods and engaging retail interactions, each content stream was designed to address specific stages of the consumer decision-making journey while continually generating new reasons for audiences to engage with the brand. 

The campaign has been amplified via Arome's Facebook and Instagram, social media reels and video content, KOL engagement, PR exposure, event marketing at flagship store and in-store POSM. 

Sonia Tai, head of business, Maxim's Cakes and Arome Bakery, said: “Consumers today discover and engage with brands through social communities, making creator partnerships a strategic business driver rather than simply a marketing channel. Through our collaboration with Labelee and Ansheles, we integrated creator insight across product development, storytelling and retail activation, creating a connected consumer journey that translated online engagement into meaningful in-store experiences. We believe creator-led ecosystems will play an increasingly important role in shaping the next generation of retail marketing." 

As brands seek more measurable and sustainable returns from creator partnerships, Arome believes the future of retail marketing will be defined by creator-led ecosystems that extend beyond content production, enabling social platforms to influence not only brand communications, but also product innovation, customer engagement and offline retail performance. 

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