LCI won a competitive agency review to represent and promote Cold Stone Creamery (CSC) throughout the Western United States. As a result of CSC’s rapid growth and increasing popularity, CSC asked LCI to help position the company as the ultimate ice cream experience. Specifically, LCI’s challenge was to:
- Generate wide-ranging media interest
- Support CSC’s brand messages of personalized indulgence, variety and fun, friendly service
- Drive traffic to stores
- Assist in promoting national programs and events
- Help franchisees in planning and promoting individual store openings throughout the region
LCI promoted CSC through a variety of innovative PR programs, including CSC’s Academy Awards program, a charitable ice cream cake social and the introduction of innovative, new flavors. For the Academy Awards’ promotion, LCI capitalized on one of the year’s most mediagenic events by announcing CSC’s nominees for the “best ice cream creation in a motion picture category” to both the food and entertainment media. CSC’s Make-A-Wish Foundation ice cream cake social provided LCI with the opportunity to position CSC as a company dedicated to community. LCI also promoted the launch of several creative ice cream products: Sinless ice cream, a sugar-free alternative for ice cream lovers, Red Pan, a monthly program introducing new flavors and creations and CSC’s Signature Cakes.
For store openings, CSC assigned LCI the task of capitalizing on CSC’s rapid growth by generating media interest for individual store grand openings, while also aiding franchisees with the planning of grand opening events. LCI’s approach was to focus on CSC’s development strategy, dedication to local communities and unique, family-friendly culture.
LCI garnered significant national, regional and local media placements, including coverage in: E! Live, Access Hollywood, The Insider, Riverside (CA) Press Enterprise, Sacramento Bee, Omaha World Herald, The Oregonian, San Francisco Chronicle, Good Day Sacramento (KMAX-TV), LATV-TV (IND – Los Angeles), KSFY-TV (ABC – Sioux Falls), KIVI-TV (ABC – Boise), KOVR-TV (CBS – Sacramento), KXTV-TV (ABC – Sacramento),KMGH-TV (ABC – Denver), KATU-TV (ABC – Portland), KUSI-TV (AP/CNN – San Diego). The total number of gross impressions garnered by LCI equaled 65 million.