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Food Brand Case Studies

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A Super Campaign for the Super Bowl

147th Birthday Bash

Celebrating National Ice Cream Day.

Graeter’s Ice Cream produces craft ice cream using a small batch, artisanal method of production dating back over a century. Graeter’s has won the hearts of ice cream enthusiasts across the country as well as the respect of the Midwest’s most influential foodies, families and friends.

Strategy

The Graeter’s sales and marketing team set out to experience unprecedented success for this iconic love brand during the celebration of National Ice Cream Day AND the brand’s 147th birthday. The aim was to increase sales of Graeter’s pints by 5% over the same time from the previous year, targeting all retail markets, scoop shop marketings and online sales, overall. To be successful, RMD set out with some lofty goals for both Public Relations and Social Media, aiming to beat all previous years' Ice Cream Month celebrations.

Results

Media Relations Impressions:
95 million secured impressions
Media Relations ROI:
62:1
Social Media Impressions:
1.8 million impressions
Facebook Growth:
Passed 200,000 fans on Facebook during the campaign
Influencers:
More than 20 print/online publications and nearly four dozen online influencers took part in further spreading the word.
TV and Radio Hits:
70 TV and radio opportunities across all major retail markets
Sales:
Surpassed our goal, measured by same time last year increases