Big Gay Ice Cream
Supermarket x Street Marketing
Big Gay Ice Cream brought the vibes to their California launch!
Big Gay Ice Cream’s West Coast debut was not plain vanilla. It was a full-blown street marketing extravaganza.
Parade on Roller Skates: An assembly of vibrant brand ambassadors rolled into town, parade-style, engaging people with colorful costumes, coupons, and conversations. They dished out brand stories, temporary tattoos, and irresistible incentives to try Big Gay Ice Cream at local Vons, Pavilions, and Albertsons
Streets to Scoops: No aimless wandering here! To ensure maximum brand exposure, the team hit supermarkets during peak hours, then went to brunch areas and boardwalks.
They even brought the party to Art Walk DTLA, illuminating the night with their backpack billboards.
The outing was so successful, the brand deployed the brand activation team to represent them at the San Diego Pride Festival.
12 event days, hundreds of pints sold, 97,000+ brand impressions created
Impressions by the Pint:
Every day, this mobile marketing party churned out thousands of impressions and personal connections and, most importantly, created a sweet spot for Big Gay Ice Cream in Angelinos’ hearts.
And the proof? Supermarkets couldn’t keep up with the demand, frantically reordering to satisfy the newly minted fans.
No scoops, no problem:
What made this ice cream brand activation super unique, there were no samples. While they would’ve been nice, the high cost of transport and sampling was replaced with performance and passion.
Why this unconventional ice cream marketing strategy won the day:
Variety
A combo of above-the-head and backpack billboards and a roller skating street team was a visual feast.
Irresistible Offer
Who can resist a BOGO coupon? The incentive sweet-talked people into trying Big Gay Ice Cream at their local store.
Passion
These weren't just hired hands – they were true believers, spreading genuine Big Gay Ice Cream love everywhere they went.
If you'd like to bring the brand fun to supermarkets and the streets, just reach out!
