CARVEL ICE CREAM'S MEMORIES & MEMORABILIA SEARCH
Challenge:
For generations, the name Carvel has been synonymous with the celebration of family memories and life milestones in the markets they serve. With their 70th birthday approaching in May 2004, the company wanted to do something special. Plans were made to work with the Guinness World Book of Records to create the "World's Largest Ice Cream Cake" right before Memorial Day. However, Carvel also wanted to explore opportunities to promote its brand in creative ways in the months prior to the birthday celebration without revealing the surprise of the record-breaking special event.
Solution:
Determined to capitalize on the strong emotional connection customers felt towards the brand, Shira Miller Communications created a media relations campaign asking people to share their special Carvel memories and memorabilia with the company. Called the "Carvel Family Album," this grassroots pitching effort specifically targeted newspapers in key Carvel markets. The campaign was a huge success, raising visibility with customers and prospective franchisees in the most important markets. Stories were generated with media outlets such as the New York Daily News, Boston Herald, Hartford Courant, New Jersey Star Ledger and Atlanta Business Chronicle. Hundreds of creative memories and memorabilia submissions were received, like the winning entry from a couple who so craved Carvel that they stopped by a store on their June 1971 wedding day to share a thick shake. Other great items submitted ranged from old Captain Carvel comic books and a uniform from the 1960's to Little Miss Half Pint Certificates.
"Carvel has such strong customer loyalty and brand awareness that we wanted to hear their real time stories in celebrating our 70th birthday. We are thrilled with Shira’s work and the strong response received. The press coverage was exactly what we were looking for and we thoroughly enjoyed learning how Carvel has made an impact in our customers’ lives"
-Jennifer Dempsey
Director of Public Relations, Carvel Corporation
