Blue Bunny Hunts For America's Softest Dad

Blue Bunny is introducing Soft Scoopables, its latest take on soft-serve ice cream. To get people excited, it’s asking people to nominate the dads who are genuine softies for the chance to win the world’s most ice-cream-loving dad recliner ever.

“We’re all about celebrating the fun,” says Jeremy Hrynewycz, Blue Bunny’s senior brand manager. “And for Father’s Day, we thought it would be fun to do a contest, acknowledging that the days when dads just cut the grass and worked the grill are long gone. These 'soft’ dads are often the ones doing a lot of the playing, a lot of the fun stuff. And we’re just looking for the ones who aren’t afraid to be goofy.”

He tells Marketing Daily the contest, using the #BBSoftestDadContest hashtag, will run through July 6. Consumers will be able to vote on the Top 10 finalists to select a winner.



The prize? The Softest Throne in America, a customized recliner worth an estimated $15,000. The lucky winner can choose from all kinds of customization options, like built-in chilling cup holders for ice-cream pints, extra room for family members, a massage function and white-noise speakers. And of course, he’ll get a year’s supply of Blue Bunny Soft Scoopables.

Blue Bunny worked with Observatory, its agency of record, and Allison+Partners for PR.

Blue Bunny, owned by Ferrero SpA, the Italian multinational that owns Keebler, Nutella and Kinder Joy, is based in Iowa. Hrynewycz and the sales and marketing team work in Chicago.

Hrynewycz, tells Marketing Daily the company currently has about 3% market share, making it one of the largest national players in a largely regional business. Other national brands include Breyer’s, Dreyer’s and Edy’s, Turkey Hill and Tillamook.

He says roughly 70% of ice cream sales happen in warm-weather months.

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