Wells Enterprises has selected FCB Chicago as AOR for its Blue Bunny ice cream brand following a three-month review involving six agencies.
Blue Bunny's advertising budget was $20.45 million during the first half of 2017, comparable to the brand's entire 2016 outlay of $22.48 million, according to Kantar Media.
FCB Chicago will oversee all creative advertising work for the brand, including television, print, out-of-home, digital and social media. The IPG-owned shop will work with media partner GSD&M. Their first work is expected to launch in early 2018.
The agency plans to continue to embrace the "spirit of fun," says an agency spokesperson, supported across branding, iconic bunny logo and product names, such as Bunny Tracks.
Blue Bunny introduced an entire brand refresh in 2016 that included the introduction of its iconic, but never-featured-before brand spokesbunny Blu.
“Beyond creative capabilities, we were looking for an agency that would help us build our brand by resonating with our fun-loving consumers in a more relevant way,” stated Joe Brooks, vice president, premium brands at Blue Bunny. “FCB Chicago proved they had the ability to do this by bringing us both rich, meaningful consumer insights and provocative ideas which together we’re confident will create the foundation for a powerful marketing platform."