Psychological Insight
Variety and novelty excite frozen treat category 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.
Case Study
PRINT & POINT-OF-PURCHASE
