As ice cream scoop shops continue to reopen, the Blue Bunny brand is recognizing them as “The Heart Of Fun” and offering financial assistance in the walkup to National Ice Cream Day on July 18.
Interior designer and television personality Nate Berkus is the face of the campaign by Le Mars, Iowa-based Blue Bunny—for which local ice cream parlors have been key outlets for more than 80 years.
In this spot from FCB, Berkus says Blue Bunny believes “we need ice cream and fun more than ever” and encourages shop owners and consumers to visit a dedicated website.
Once there, people can submit the name of a shop, or owners can enter the contest by providing "the scoop on [their] ice cream parlor" in text or video, by the end of the day on July 12. The grand prize of approximately $55,000 includes a $15,000 grant, $5,000 in Blue Bunny products, and a parlor “refresh” for which Berkus will provide design input.
“He has a very natural, enthusiastic love for ice cream, is from a small town himself, and is very passionate about helping small businesses. How could we not decide on Berkus?” Blue Bunny director of brand marketing Jamee Pearlstein tells Marketing Daily.
The campaign, running on social media channels, is a departure from the more consumer-focused promotions for which Blue Bunny is known.
“This year we wanted to take a bigger look at things. We know that ice cream parlors have really been hit by what happened with the pandemic over the past year,” Pearlstein adds.
In addition to the grand prize, three shops chosen by Blue Bunny will receive a $4,000 grant and $1,000 worth of product. Finally, 25 parlors will be given a “tab” worth $1,000 toward free ice cream to be given to the public.
A division of Wells Enterprises Inc.—which also owns Halo Top, Bomb Pop and Blue Ribbon Classics—Blue Bunny added Load'd bars to its Load'd line of frozen novelties two months ago.