Alden's Organic Ice Cream needed a brand evolution for 2024 to stand out in the competitive frozen dessert market and launch their new Greek Yogurt bars. Our strategy was to position Alden's as the feel-good ice cream by emphasizing its high-quality organic ingredients and delicious flavor. We aimed to make consumers feel Alden's elevates their lives by highlighting the emotional reward of organic choices, the joy of premium ice cream, and the pleasure of sharing it with loved ones.
This positioning drove a successful product launch through an omni-channel campaign leveraging both organic and paid channels. The campaign earned 20 media placements, had a 6.6M unduplicated reach through programmatic, and the brand saw new customer sales on Instacart increase to 43%. Most importantly, the campaign drove sell-through of Greek Yogurt bars that led to increased distribution with regional and national retailers.
Concurrently, an "always-on" social and email strategy, reflecting the brand repositioning and current trends, was implemented. More personal and engaging content boosted organic social reach by over 20% throughout 2024.
