Culver's launches $2MM ad campaign called "Good-bye Ice Cream"

SHEBOYGAN, Wis. — In a bold departure from previous advertising, Culver's will launch a new $2 million ad campaign June 12 touting the freshness, quality and variety guests can enjoy from its popular fresh frozen custard, and will introduce a new graphic identity and positioning theme declaring, "Fresh Frozen Custard. It's better than ice cream."

 

Titled "Good-bye Ice Cream," the new 30-second TV spot introduces a new product brand, the Culver's Concrete Mixer, a thicker, creamier, spoonable dessert made with hand-dipped fresh frozen custard and featuring a choice of mix-ins.  

 

The multimedia campaign includes TV, radio, print, web and outdoor billboards, as well as in-store merchandising. The campaign also features new bright, magenta-colored imagery, a look also captured in a new counter display where guests can easily select and build their own customizable treats to their liking.

 

According to a news release, the new TV spot opens with a bored-looking ice cream man. The ice cream truck is suddenly pushed out of view — startling the ice cream man and jarring him out of his boredom — by a Culver's Concrete Mixer truck. 

 

Developed by its advertising agency, Sheboygan, Wis.-based Jacobson Rost, the ad campaign will air from June 12 to July 2 and again in late July.