CARVEL BRAND CAMPAIGN - A SOFTER WORLD
Tom Carvel didn’t just invent soft serve — he created a new take on ice cream. He made it whimsical. He gave it a personality. He turned mistakes into magic and ice cream cakes into lifelong friends. The result was the first ice cream brand to become an enduring part of pop culture. Carvel brought people together and made everyone happier (it’s real science!). It’s the ice cream that softened the world.
The campaign launched with a :30 brand spot featuring Carvel's most iconic products. Two additional spots followed, showcasing Carvel’s classic ice cream cake, flying saucers and The Original Soft Serve.
Social & Paid Media
Our paid media campaign ran across multiple platforms and included pre-rolls, reels, stories, in-feed posts and search. In order to maximize budget and campaign deliverables, we combined the illustration assets with product photography.
NEW Carvel CHARACTER CONTEST
Carvel’s fans share a profound love of the brand’s memorable characters that only Tom Carvel could dream up. To continue his legacy, we created three new characters and let our fans vote on who would join our yummy, quirky crew.
NATIONAL SOFT SERVE DAY
National Soft Serve Day is best celebrated with The Original Soft Serve. Carvel and Fudgie The Whale hit the streets of New York City to honor the place where it all began and give back to our loyal fans. The three-day activation included Flying Saucers on top of the Empire State Building, an NYC Ferry takeover and ice cream truck pop-ups. Carvel surprised and delighted guests with free ice cream, merch and photo ops with Fudgie himself.
