Casper’s Ice Cream
Casper’s Ice Cream is a hometown legacy ice cream brand currently celebrating over 95 years of experience in the ice cream business. Since the company was formed in 1925 by Casper Merrill, Casper’s Ice Cream continued to grow, innovate and align with the changing needs of ice cream novelty lovers across the nation with a wide range of tasty frozen treats. Trust Relations began working with the Casper’s Ice Cream marketing team, Cover3 Creative, in February 2020 with the goal of increasing regional and national awareness of the company’s sub brands: FatBoy Ice Cream, known nationwide for its premium ice cream sandwiches; Jolly Llama, a dairy- and gluten-free option crafted to satisfy the cravings of ice cream lovers with diet restrictions; and Churn Baby, a boutique-style series of cookie-topped ice cream treats and cookie ice cream sandwiches.
During the course of the partnership, the Casper’s executive team began to pursue acquisition. To support this goal, Trust Relations enacted a targeted outreach campaign to garner increased press coverage in niche industry outlets and mainstream consumer publications to strengthen the company’s positioning as a valuable opportunity for potential investors. Trust Relations worked closely with the Casper’s marketing team to enact creative PR activations to encourage press coverage, including ice cream giveaways at NASCAR events and regional rodeos.
As a result of Trust Relations’ multi-faceted PR plans for each of the company’s sub brands, the agency created press kits, messaging and creative media angles to ensure a consistent stream of news coverage. In addition, the agency provided editorial support for the company’s participation in ExpoWest, and worked closely with the Casper’s marketing team to garner top-tier press coverage and impactful trade features to strengthen the company’s investor-focused initiatives. As a result, Trust Relations secured placements in outlets such as The Wall Street Journal, The Strategist, Wirecutter, USA Today, Aol, allrecipes.com, Yahoo! Lifestyle, AJC, Food Network, Delish, Mashed.com, Parade, Veg News, two Veg Out Magazine pieces, Food Business News, Broadcast Tour, Uproxx, BevNet, two Eat This, Not That!, The Soup to Nuts Podcast, featured the company on the The Carey Reilly Show, Food Navigator USA, Sweety High, Refrigerated & Frozen Foods, The Vegan Review, Beyond the Flag, 2 pieces in The Nibble, GoDairy Free, Nosh, Celiac.com, Dairy Business, HJ News, In Good Taste Denver, Dairy Foods, Weekly Villager, Orlando Sentinel, The Atlanta Journal Constitution, 3 pieces in Frozen & Refrigerated Buyer, Marketing Trends Podcast, Southern Living.
At its close, the campaign generated over 1,252,572,642 impressions.
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