Creative marketing for challenging times

Sometimes even a modest initiative can give you a big bang if leveraged in the right way. A prime example of this is by Blue Bunny Ice Cream. A few of you may have heard of it, fewer still have tired it and I’ll bet hardly any of you know anything about this relatively quiet company that was started way back in 1913 in LeMars, Iowa. You probably didn’t know that Wells Enterprises, owner of Blue Bunny Brand is the nations #2 manufacturer of ice cream. You probably also didn’t know that they have a plant that is almost a million square feet in this tiny Iowa town with a freezer that is 12 stories high.

Jamee Pearlstein, the director of brand marketing for Blue Bunny and her team approached the pandemic like this: “No movie theaters, no pools, no concerts – this summer isn’t officially canceled, but we know many Americans are really missing summer fun. So they created a Blue Bunny Ice Screen Truck and saw an opportunity to help their base beat boredom and find “Funlightenment” by bringing our new Load’d Cones and Sundaes directly to their driveways and pairing it with a unique cinematic experience that is distinctly Blue Bunny.”

Almost any size business can come up with something innovative like this built to almost any scale. This initiative is very small for the nations #2 ice cream brand, but they are achieving a big bang for the buck.

The Funlightenment concept is Blue Bunny’s program that aims to bring summer fun to everyone, even during these uncertain times. Earlier this summer, Blue Bunny launched a Ticket Exchange program, which gives fans the chance to exchange their unused tickets for fun perks. You can still swap your canceled events for cool items, like new luggage in exchange for canceled travel, on the website. Crazy good idea.

Starting Aug. 4, people can visit Funlightenment.com to enter for a chance to win a visit from the Ice Screen Truck. If the truck is coming to your city, enter your information, and within 24 hours, you’ll receive an email if you have been selected as a winner for the experience. If you’re chosen, you have 36 hours to confirm and verify your driveway location, movie choice, and agree to the COVID-19 guidelines — Blue Bunny will follow state, local, and CDC regulations to determine the number of people that can attend, and they ask that you wear a mask during the visit.Starting Aug. 4, people can visit Funlightenment.com to enter for a chance to win a visit from the Ice Screen Truck. If the truck is coming to your city, enter your information, and within 24 hours, you’ll receive an email if you have been selected as a winner for the experience. If you’re chosen, you have 36 hours to confirm and verify your driveway location, movie choice, and agree to the COVID-19 guidelines — Blue Bunny will follow state, local, and CDC regulations to determine the number of people that can attend, and they ask that you wear a mask during the visit.
This August, the truck will travel around the country to select cities, starting in Denver. From there, the Blue Bunny Ice Screen Truck will head to Chicago, Cincinnati, and St. Louis before ending the tour in Le Mars, Iowa, known as the Ice Cream Capital of the World.

The exact dates for each city are:
• Denver: Aug. 5 to 9
• Chicago: Aug. 12 to 16
• Cincinnati: Aug. 19 to 23
• St. Louis: Aug. 26 to 30
• Le Mars: Sept. 1 to 4 (always support your hometown and be strong in your own backyard no matter what size it is)

The Take Away

Now is the best time since you started your company to be creative! A great initiative doesn’t have to be complicated, take excessive time or be overly costly.

What’s your plan?

Turning challenges into opportunities is the hallmark of great businesses.

 

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