Taste the difference with La Zuppa

Theory Crew partnered with La Zuppa over the winter season of 2025 to launch ‘Taste the Difference’ campaign. Our objective was to reach as many consumers as possible, drive product trial, and boost brand awareness. Theory Crew executed this through an activation strategy, targeting key audience demographics across Melbourne and Sydney, encouraging trial of their soups and ‘taste the difference’ for themselves. We integrated the activation strategy with our social strategy to capture content at the events, including vox pops, maximising the output and impact of the activations.

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Theory Crew delivered a high-impact campaign generating overwhelmingly positive sentiment, with 110+ influencers attending and creating content live across three hero activations, supported by strong media coverage including a dedicated TV segment. Combined contra, paid and earned media activity drove more than 9 million social impressions, while the team captured an extensive suite of social assets, including video, photography and 12 vox-pop interviews, to extend the campaign’s reach across social channels. Across the Melbourne and Sydney activations, more than 3,100 product samples were distributed to consumers.

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