During the holidays most of us buy, eat and enjoy Panettone. But when asked just what is a Panettone, well everyone has a different answer. It’s a muffin. No, it’s cake. Well coffee cake, really. You get the idea. So we used this insight to create a debate that would not only engage our core consumers but would create interest among new consumers. And it worked. Sales for Panettone increased by 17%. Not a bad thing for something no one can really describe.