• by Fern Siegel , April 11, 2024

Breyers is in celebration mode.

For its first campaign in four years, the ice cream brand is debuting spots that tout special moments with family and friends.

VML, the 150-year-old creamery’s agency of record, created the two ads. In “Fireflies,” five words are set against a cozy image of a mother and child – Family. Firefiles. Up past nine. The spot continues with three more words – Vanilla. Milk. Cream.

A second spot, “Reunion,” promotes Breyers CarbSmart, as three older men delight in their memories. Both ads carry the tagline “Better starts with Breyers.”

The campaign runs on linear and connected TV, social media, out of home and print.

“This campaign connects 'real' moments in life with Breyer’s simple, wholesome ingredients,” said Susan Golkin, executive creative director, VML. “Out of all of the vacations, parties and sporting events in a lifetime, a quiet summer night staying up past bedtime eating ice cream with your mom can be the sweetest memory of all.”

VML's client work includes Colgate, Stop The Party, Canon and Spotify.

VML is the result of the merger of Wunderman Thompson and VMLY&R, which was announced in October 2023. It is a WPP company.