Elevating the profile of hometown favorite Cedar Crest Ice Cream.

People of all ages love ice cream. We associate it with happy things—like birthdays and warm, summer days. But there's another side to ice cream. Research tells us that people use it as an escape and an indulgence after a long, tough day. It was a new audience for Cedar Crest, the hometown, family favorite, and this campaign made quite an impression. It included radio where our talent "drifted away from reality" into their ice cream, and an honest, outdoor presence. It helped them achieve increased distribution in the Milwaukee area, prior to the Kroger takeover of Roundy's.