Variety and novelty excite frozen treat category heavy users. By reinventing brand and promotions, we have enhanced the social currency of Rita’s and enticed thousands of customers to try a treat like no other.
USING PSYCHOLOGY TO TAKE A REGIONAL FAVORITE TO NEW MARKETS.
Brand Strategy: Hundreds of traditional frozen treat competitors are scooping out status quo. Today’s novelty craving audiences see ice cream, fro-you and mixes as mainstream. We capitalized on the branding positioning of being ‘Delightfully Different.’
Creative Idea: To break the monotony, we repositioned the brand to accentuate Rita’s unique blend of fruity ice, creamy frozen custard and alternative charm.