Marketing Communication Strategy through Nostalgia: A Qualitative Study at Zangrandi Ice Cream Surabaya

Abstract

This research investigates the marketing communication strategy through nostalgia implemented by Zangrandi Ice Cream Surabaya to maintain its presence amidst the rapid growth of digital consumption and competition from modern brands. The study aims to analyze the integration of historical identity and customer experience in preserving Zangrandi legendary status as a communication asset. Using a descriptive qualitative approach data were gathered through in depth interviews with management and loyal customers as well as direct field observations. The findings indicate that Zangrandi communication relies on the consistency of its 1930 authentic recipes and the use of its colonial style heritage building as a non verbal communication medium. Furthermore the customer experience is structured through five dimensions Sense, Feel, Think, Act, and Relate which foster deep emotional bonds and triggaer organic word of mouth. This study concludes that Zangrandi survival is not a result of aggressive digital promotion but the successful transformation of historical memory into a high value social communication experience. These results suggest that heritage businesses can leverage historical identity as a strategic communication tool to build consumer loyalty and reputational resilience in a competitive market.