BLUE BUNNY
Blue Bunny makes ice cream. Lot's of it.
In fact more ice cream is made in the town of LeMars, Iowa than anywhere else on the planet. Which actually makes LeMars the "Ice Cream Capitol of the World".
I led the creative on this brand for 14 years. Over that time, we helped them transform from a regional company with $230 million in sales to the 3rd largest ice cream company in America with over $1.2 billion in sales - behind only Unilever and Nestle.
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TIMES SQUARE
At the start of their centennial year, Blue Bunny gained significant distribution in the highly-saturated New York market. To achieve their goal of national brand status, they would have to survive there.
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Collaborating with Media, PR, Event Marketing and our client, we took the city by storm.We created a series of print ads and quickly turned them into a full-blown New York City product launch. This included a spectacular Times Square out-of-home installation, a digital video board on Broadway, an appearance on Good Morning America, live radio station interviews on Z100 and 100.3 FM, and a 3-day sampling event that put over 70,000 cones in the hands of locals and visitors.
Results:
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72.8 million impressions for $150,000.
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Appearance on, Good Morning America.
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Live interviews on Z100 and 1003.FM
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Blue Bunny became #1 selling novelty brand in New York MSA
So Good it Speaks for Itself
I'm not a huge fan of copy testing. Unless a campaign tests in the op 2% of all spots ever tested by Ipsos. That's the top 2% of over several hundred thousand test commercials.
Here are some highlights from this award-winning campaign that ran for almost 10 years.
