An ingenious food photography campaign to promote Nestlé’s Connoisseur ice cream has captivated consumers across Australia recently.
The dramatic print advertisements - shot by internationally acclaimed photographer Nadav Kander - have boosted the brand’s recognition as Australia’s number one Super Premium ice cream.
Featuring the tag line ‘the finest ingredients, arranged by artists’, the campaign reflects the attention to detail behind each recipe in the Connoisseur ice cream range.
Three products - Classic Vanilla, Caramel Honey Macadamia, and Café Grande - star in the advertisements, which show ingredients arranged in precarious positions to resemble modern art installations.
In the first, a flurry of feather-light vanilla beans appear to cascade over splashes of split fresh cream, while in the second, a tilting tower of caramel and macadamia nuts teeters on a table’s edge.
Finally, meticulous measures of Grand Marnier liqueur and cream are suspended tantalisingly close to painstakingly piled coffee beans and chocolate-coated almonds.
Camille Meylan, Head of Marketing, Nestlé Peters, explained the purpose of the campaign.
He said: “We wanted to bring the artistry of Connoisseur ice cream to life by celebrating the skill and care we take in selecting each of the ingredients.
“It was a real coup for us to secure Nadav Kander, whose impressive work includes portraits of people such as United States President Barack Obama, the Hollywood actor Brad Pitt, and the World Champion Jamaican sprinter Usain Bolt.
Made in Melbourne, Connoisseur ice cream is renowned for its sophisticated and creative flavour combinations, as well as the authenticity of its ingredients.
Currently only available to buy in Australia, the other flavours in the range are Chocolate Obsession, Chocolate Honey Nougat, Summer Strawberry and Cookies and Cream.
Nestlé Peters, the ice cream division of Nestlé in Australia, acquired the Connoisseur brand in July 2009.