Wells Enterprises Inc., Le Mars, Iowa, said its Blue Bunny brand took over an elevator to New York City's iconic Top of the Rock last week, “transporting visitors to a joy-inducing ice cream experience of awesome.” The brand teamed up with Jenna Fischer, actress and author, to surprise unsuspecting fans and encourage them to "give in to the bunny" with some laughs and free ice cream.

"Life can get busy, and it's hard to carve out time for fun. For me, having fun, and being a little silly is an important part of recharging my battery," Fischer said. "The treat of ice cream always makes me happy; that's why I joined Blue Bunny to help share the fun of ice cream."         

After an elevator ride to remember, thousands of Top of the Rock visitors entered a limited-time Blue Bunny ice cream experience with the ultimate New York City skyline view. Visitors sampled a selection of delicious Blue Bunny treats at a custom confetti bar and then swung by the photo "hop" wall en route to the observatory deck, the company said. 

Top of the Rock was the first stop in the Blue Bunny "Give in to the Bunny" multi-city tour. The tour is part of the brand's first fully integrated campaign, Wells said, which reinvents its mascot Blu the bunny while also highlighting two premium ice cream launches: all NEW Load'd Sundaes and new flavors of existing favorites, Bunny Snacks and Mini Swirls.

"Give in to the Bunny is all about celebrating saying ‘yes to fun and ice cream," said Jamee Pearlstein, senior brand manager for Blue Bunny. "Look out for Blue Bunny all summer long, instigating fun wherever we go!"

Throughout the month of May, Blue Bunny will be transforming everyday elevators and unexpected places in five other major cities with eye-catching limited-time ice cream takeovers, the company said. To find out where Blue Bunny is going next, ice cream lovers may hop on over to BlueBunny.com or follow Blue Bunny on Facebook at Facebook.com/BlueBunnyIceCream, Twitter at @Blue_Bunny and Instagram at @Blue_Bunny.