Venchi taps Michelle Wai and Ryan Choi for summer gelato campaign

Venchi has launched a new global campaign, “Taste genius”, this summer, as the Italian chocolate and gelato brand looks to highlight its approach to ingredients, craftsmanship and seasonal flavours.

The campaign is centred on the idea of “Few ingredients. Each perfect. Taste genius”, with Venchi placing emphasis on recipes made with selected raw materials and without artificial dyes or sweeteners. As part of the campaign, the brand is introducing in-store experiences across its retail locations, positioning its stores as destinations for consumers to explore its gelato range.

To support the campaign in Hong Kong, Venchi has appointed local actress Michelle Wai and foil fencer-turned-singer Ryan Choi as its “Genius partners”. Both personalities were selected to reflect the campaign’s focus on precision and craft in their respective fields.

Wai, who has won Best Actress and Best Supporting Actress titles at the Asia-Pacific Film Festival and the Hong Kong Film Awards, is featured in the campaign for her work in film and acting. Choi, a former world No. 1 in men’s foil fencing who recently entered the music industry, represents the campaign’s focus on precision and discipline.

Speaking on the collaboration, Choi said: “In the world of fencing, victory or defeat hinges on absolute precision. A single point, a fraction of a second, or a mere millimetre makes all the difference, demanding countless hours of training behind the scenes to deliver a perfect match.”

Alongside the campaign, Venchi has introduced a summer-limited “Lychee & Mediterranean lemon gelato” flavour, available from July. The flavour combines lychee with Mediterranean lemon and is positioned as a seasonal offering for the summer period.

The brand is also bringing back its seasonal limited-edition “Durian gelato”, made with D24 durians. In addition, Venchi is continuing to offer its signature “Chocoviar 75% dark chocolate gelato”, which features dark chocolate and Chocoviar grains.

From 4 July to 28 July, Venchi members who purchase a set of gelato vouchers, priced at HK$650 for 10 vouchers, will receive a limited-edition Venchi Gelato Phone Strap while stocks last. The straps are available in Strawberry and Pistachio gelato designs.

MARKETING-INTERACTIVE has reached out to Venchi for more information. 

Related articles:

Uncle Chieng dishes out ice cream to get consumers clicking Orchard Road's night beauty
AIA empowers HKers to pursue their aspirations with new campaign