When Warschawski began working with MaggieMoo's, a chain of premium ice cream shops, instead of focusing on new and upcoming products, the agency opted to take a previously launched product and position it as the cutting edge of a new trend.
"MaggieMoo's ice cream cupcakes are an industry first, but we were concerned with how far we could take it since the product had been launched more than a year ago," explains Amy Christopher, Warschawski president. "Our challenge was to leverage ...