Dreyer's A taste of Recovery Campaign

     

          With both consumer optimism and ice cream sales declining, Dreyer’s and Ketchum created a campaign that turned the recession to the company’s advantage. In 1929, Bill Dreyer and his partner Joseph Edy created Rocky Road ice cream to give people a lift during the “rocky road” of the Great Depression. Serendipitously, 2009 marked the 80th anniversary of the flavor. The team celebrated the occasion by introducing a limited edition flavor called “Red, White and No More Blues” that kicked off “A Taste of Recovery” campaign to highlight and optimize Dreyer’s legacy of cheering Americans up during tough times.
          The campaign was planned and executed in less than three months (including creation of the new flavor), and it was expected to drive revenue across the Dreyer’s Slow Churned portfolio during the 2009 summer sales season.
          “The campaign had to hit home with a patriotic chord, forge a personal connection and a ‘we’re in this together’ feeling,” the agency said. “The program needed to be engaging and authentic, and provide a tangible and genuine ‘sweet reward.’” A national contest drew on the concepts of “job” and “salary” to help capture media and consumer attention. The contest called for consumers to submit videos explaining a personal dream they would fulfill if they earned $100,000 for scooping ice cream. Monster.com posted the “job” opportunity. A media blitz was conducted with the winner. Judges lauded the spectacular results. They were particularly impressed with sales impact. Sales of Dreyer’s Slow Churned Limited Editions increased 25% over the previous year.