Jiffy Lube and Good Humor are teaming up on an initiative to help neighborhood ice cream trucks stay on the road all season long.
Rising operating costs threaten the future of ice cream trucks, but the brands aim to lessen the burden that vehicle maintenance can bring, says Anna Bellamy, Brand Team Lead for Jiffy Lube International, Inc.
Jiffy Lube will provide complimentary truck maintenance to ice cream truck drivers nationwide as part of the effort, themed "Keep Summer Rolling." The collaboration is one of the first initiatives under Good Humor's “Neighborhood Joy” campaign to support ice cream truck drivers.
Given the dimensions of Jiffy Lube service center bay doors, ice cream trucks must be under 10 feet in height to be eligible to receive a Jiffy Lube gift card.
The two brands also are hosting ice cream socials at participating Jiffy Lube locations around the country for customers to enjoy free Good Humor ice cream, Jiffy Lube discounts and giveaways.
By helping to keep ice cream trucks on the road, Jiffy Lube hopes to not only help preserve this nostalgic element of summer, but also let consumers know that the company also can help keep their vehicle on the road, Bellamy says.
“While Jiffy Lube takes primary responsibility for covering the costs of the program including the Jiffy Lube gift cards, Good Humor has leveraged their vast network of ice cream trucks to engage with local drivers across the country,” Bellamy tells Marketing Daily.
The relationship between the brands came about after Jiffy Lube learned about the challenges ice cream truck owners face, she says.
"This summer marks our first collaboration as both brands share a common goal of helping keep devoted entrepreneurs and their ice cream trucks on the road, serving local communities,” Bellamy says.