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Wells Ice Cream

Ushering three new brands into the world.

Wells was introducing not one but three new frozen treats for the Summer, and we were tasked with generating buzz and excitement around the launches. Our goal was to generate a spike in sales in advertised markets in order to pave a path for greater spending going forward. We decided on a mix of out-of-home (carefully targeted around key retailers) and geo-targeted social in order to raise awareness and drive people to the ice cream aisle.

Cold Crush is ultra premium ice cream with all the butterfat a person could possibly want. So much so that toppings can simply be done away with.

Farm to Spoon features cauliflower and sweet potatoes instead of dairy – and the crazy thing is, you can’t tell! The advertising focused on how odd it is that you could be eating vegetables and ice cream at the same time.

The idea for these Kingston billboards came right from the package.


All three launches showed significant lift

Turns for Farm to Spoon were 3x versus control