• by Danielle Oster , May 7, 2024

Talenti scooped up some high-profile Hollywood talent for its latest brand campaign.

The Unilever gelato and sorbetto brand named Oscar-nominated actor and director Bradley Cooper as its new brand ambassador. Cooper appears in a series of 15- and 6-second ads for the brand in a new “Raise the Jar” campaign created in partnership with LOLA MullenLowe.

The campaign touts processes the brand claims sets it apart and contribute to its status as the best-selling gelato in the country, according to Circana data – thus the campaign title punning on “raise the bar.” These include the brand’s purported “unique” slow cooking process, and use of authentic recipes -- including claiming to turn to one time-honored recipe from a real Argentinian grandmother for its dulce de leche flavor.

A spokesperson told Marketing Daily the brand ambassador agreement with Cooper will run through the end of the campaign.

Cooper claimed in a statement that Talenti had been a favorite dessert for him and his family for years -- a lot easier to believe for a gelato and sorbetto brand than some other celeb endorsements)  The actor is no stranger to marketing campaigns, having appeared on advertising’s biggest stage in a 2023 T-Mobile Super Bowl ad.

 that Cooper contributed “his infectious energy and humor,” as an authentic fan of the brand, to the campaign, Nicole Towner, associate director, Magnum and Talenti U.S. operations, told Marketing Daily. The campaign showcases the brand’s best-selling Gelato Layers flavor, Salted Caramel Truffle Layers, as well as its Alphonso Mango Sorbetto.

Towner explained that the suite of 15-second and 6-second assets featuring Cooper “will be leveraged across the entire media landscape from TV to Tik Tok in 2024 and 2025.”

“As far as future installments, we are always looking ahead to the next trend and ways to showcase the uniqueness of gelato and specifically Talenti,” Towner added. “We would welcome any opportunity we have to work with Bradley in the future.”

The campaign comes on the heels of Unilever’s recent announcement that the company is spinning off its ice cream business, and anticipates cutting around 7,500 jobs.