Case Study: Papa Diddi’s — Rooted in Local Love

Client: Papa Diddi’s Handcrafted Ice Cream

Project: Brand Repositioning & Communication Strategy

Timeline: 2023–2024

Scope: Brand Strategy, Messaging Framework, Campaign Rollout

THE CHALLENGE

Papa Diddi’s has always been more than just ice cream—it’s a love letter from a son to his father and a tribute to Filipino flavors. But in a crowded dessert market filled with trends and novelty, the brand needed to strengthen its identity and emotional connection with a broader audience.

The key question: How can Papa Diddi’s stand out while staying true to its Filipino roots?

THE STRATEGY

We went back to what made Papa Diddi’s special:

• Fresh carabao’s milk

• Local ingredients from smallholder farmers

• Heirloom flavors that tell a story

Instead of a visual overhaul, we refreshed how the brand spoke. The new campaign line—

"Rooted in Local Love"—became the heart of all communication.

This wasn't just a slogan. It was a storytelling framework. From barako coffee and cacao tablea to seasonal tropical flavors, every product celebrated local culture and community pride. We built a brand voice around love for land, legacy, and locality—infused into packaging, social media, shopfront displays, and even flavor naming conventions.

THE RESULTS

• 47% increase in sales year-on-year after the campaign launch

• 45% higher engagement on social media—led by stories about farmers, origins, and local collaborations

• New partnerships with local artisans and regional suppliers

• Stronger emotional connection with consumers who saw Papa Diddi’s as a celebration of Filipino identity.

  
  

THE TAKEAWAY

You don’t need to change how you look when you know who you are. Papa Diddi’s rediscovered its voice—and found that being rooted in local love was the most powerful way to grow.

It’s not just handcrafted. It’s homecrafted, with heart.