Hiland Dairy Foods, Omaha, Neb., and Velvet Ice Cream, Utica, Ohio, scooped out summer marketing campaigns focused, respectively, on the intergenerational appeal of ice cream and the support of cancer research.
Hiland’s campaign, “Happiness in Every Scoop: A Tradition for Generations,” which runs through Aug. 6, centers around a television spot depicting a boy’s lifelong love of ice cream. There are also print ads that play off the same theme, engagement of influencers who created shareable content, and a combination of paid, shared, earned and owned media support, said Rick Beaman, vice president of Hiland/Joint Ventures.