Scooping National Food Buzz
For Jeni’s Splendid Ice Creams, The Brand Guild seamlessly blends product and business storytelling, high-profile collaborations, and targeted marketing programs to deepen brand loyalty and expand its audience in their 80+ scoop shops, in the grocery aisle, and online at jenis.com. Our efforts transformed Jeni’s from a beloved artisanal brand into a cultural powerhouse, creating meaningful moments that resonate far beyond the ice cream aisle.
Using our deep experience in both wide-reaching national campaigns and hyper-local regional pushes, The Brand Guild created strategies to meet the moment, from an in-studio soccer referee campaign to announce the Jenis x Ted Lasso partnership to a market-by-market campaign to build store traffic surrounding #icecreamforbreakfastday, to the launch of their first-ever affiliate marketing program, which continues to drive record-breaking online sales.
The Challenge
Jeni’s sought to amplify its national reach while maintaining its cult brand appeal and artisanal storytelling. With an ever-expanding product lineup and growing consumer demand, the challenge was to balance constant media momentum with high-impact brand moments that drive cultural relevance and deepen consumer connection.
Highlights
- 18 billion media impressions secured in 2024, driving brand awareness on a massive scale.
- Daily cadence of product news coverage in print, online, and broadcast, including major features in Eater National, Food & Wine and 4 appearances on The Today Show.
- PR News Platinum Award: PR Campaign of the Year winner for Jeni’s x Ted Lasso collaboration.
- Affiliate marketing campaign launch which drove 1400+ commissionable sales, with 93% of revenue coming from net-new customers, in its first month alone.
Our Strategy
To win in this category, we needed to quickly build Jeni’s as more than an ice cream brand by elevating its mission and innovation to drive deeper brand affinity. We identified and executed an ongoing series of culturally relevant partnerships that felt organic to the brand, including the Jeni’s x Ted Lasso campaign, which became a viral sensation and record-breaking sales driver.
With both grocery and scoop shops playing a critical role in Jeni’s growth, we crafted a multi-layered media strategy. We secured business features in The New York Times, Forbes, and Fast Company to highlight the brand’s leadership and innovation, while showcasing its unique flavors in Food & Wine, Bon Appétit, and Eater to solidify its foodie credibility. A targeted affiliate strategy ensured Jeni’s remained top-of-mind in e-commerce and digital retail conversations.
On the local level, we media-trained managers across nearly 30 markets and implemented an ongoing broadcast strategy, driving increased foot traffic and regional brand awareness. By combining national storytelling with hyper-local execution, we reinforced Jeni’s as not just a premium ice cream brand, but a cultural force
Jeni’s Splendid Ice Creams: Scooping National Food Buzz
Scooping National Food Buzz