Amplifying Portfolio Conversion Behind Shopper Marketing

Growing an ice cream portfolio the size of Dreyer’s Grand Ice Cream’s (Haagen-Dazs, Dreyer’s/Edy’s, Drumstick, Outshine and Skinny Cow) can be challenging, but finding the right insight and voice can accelerate even the largest of brands. One keen human thread bound all 5 brands in the portfolio, people wanted “little WOW” moments throughout their week and so was born “Have Happy on Hand”! This campaign idea tied 5 brands, 3 personas, 10+ shopper motivations together across 26 retailers.