Baskin-Robbins is back with its holiday twist: turkey cake.
The new spot by 22Squared is part of the “Seize the Yay” campaign to promote its seasonal, Thanksgiving-themed ice cream cake.
The ad is a humorous reminder to celebrate everyday moments, big or small.
The spot is running on national broadcast TV and social media — Meta, Snapchat, TikTok — as well as the
brand’s owned channels.
The turkey cake is decorated with sugar cone legs and covered in caramel praline glaze. Customers can fill it with any ice cream flavor available. The
company claims more than 1,400 options in its flavor library.
“We rarely see full advertising for specific cakes, let alone ice cream cakes, but with this work we wanted to raise
awareness of new traditions that a holiday-themed Baskin-Robbins cake creates,” said Rocio Alvarado, group creative director, 22Squared.
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“Through these campaigns, we showcase
real-life holiday moments with our cakes at the center of the action. Capturing the authenticity of these holiday scenes is important for us to demonstrate how seamlessly our cakes fit into everyone's
plans this year, no matter how guests choose to celebrate,” added Jerid Grandinetti, Baskin-Robbins, vice president, marketing & R&D.
Now owned by Inspire Brands,
Baskin-Robbins was founded in 1945 in Glendale, California, by two brothers-in-law: Burton Baskin and Irvine Robbins. Today, it has locations in 52 countries.
Baskin-Robbins' Creature
Creations, which debuted in 2020, are ice cream scoops fashioned as whimsical creatures such as dinosaurs, unicorns and Martians. The concoctions inspired the brand’s first children’s
e-book, “The Festival of Creatures.” The ice cream shop updated its logo, employee uniforms and packaging last year.