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Here’s a scoop: Gelato, the Italian-style ice cream long enjoyed in Europe, is finally poised for a breakthrough in the U.S.

Mainstream food makers from Nestle to Unilever are putting significant marketing dollars behind their relatively new gelato brands as they jump on what appears to be one of the hottest crazes in frozen desserts.

Breyers, which is owned by Unilever, introduced “Gelato Indulgences” earlier this year, marking the brand’s first entrant into the segment in the States. The roll-out “is our most significant food launch in Unilever this year, so our marketing plan is crafted as such,” said Nick Soukas, the marketer’s director of ice cream. TV ads, which are by DDB, New York, target parents and position the gelato for the “ultimate date night.” Recent spots were customized to run during NBC’s “Parenthood” by referencing episode plots.

Continue reading at AdAge.com