Wolfgang, Observatory, GALE and Allison+Partners
Collaborating to Reposition and Drive Awareness of New Offerings
across Halo Top and Blue Bunny Brands
NEW
YORK, April 13, 2022 /PRNewswire/
-- Stagwell (NASDAQ: STGW), the challenger network built to
transform marketing, today announced several new campaigns for
Wells Enterprises, Inc., the largest privately held, family-owned
ice cream manufacturer in the United
States. Stagwell agencies Wolfgang, Observatory, GALE and
Allison+Partners began work on the account in January,
collaborating to develop an integrated strategy to drive awareness
and commerce to Wells Enterprises. Campaigns from Wolfgang and
Observatory for Halo Top and Blue Bunny, respectively, will launch
in April.
Halo Top is relaunching its brand with Fruit Pops, supported by
creative agency of record Wolfgang. The campaign evolves the
Halo Top brand from its origins in diet ice cream into the modern
"better for you" category. Advancing beyond saccharine "wellness"
stereotypes, the work is based on a refreshingly subversive POV
that "it's healthy to be a little bit selfish," and will include
OLV, social, digital, and OOH assets.
This spring, Observatory, creative AOR for Blue Bunny, will
launch an omnichannel effort including TV, digital, social, radio,
and more to support the brand as it launches a new product: Twist
Cones, the first-ever soft serve twist cone you can get straight
from your home freezer. The campaign invites dessert lovers into
the partially-fictionalized world of Blue Bunny HQ where CEO Blu
inspires and leads a company staffed by actual bunnies.
In addition to developing new creative work, Stagwell global
communications firm Allison+Partners is providing ongoing public
relations support to Blue Bunny. The team will lead an integrated
communications program and earned media strategy designed to help
drive awareness, brand preference, and ultimately sales of new
products.
"At Wells, we've consistently delivered our love of ice cream to
consumers nationwide through our iconic brands. And while
we've had success, we also recognized the opportunity to take our
iconic brands to the next level with an integrated agency approach
unlike any other. Now, we're excited to launch refreshing new
takes on our leading Blue Bunny and Halo Top brands, sure to
inspire and delight a new wave of consumers looking for delicious
and healthy treats," said Wells Enterprises VP of Demand
Operations, Adam Baumgartner.
"Through this process, Stagwell has been an invaluable partner in
helping steer that transformation, behind a refined strategic
framework and integrated creative campaigns that strike to the
heart of Wells' brands."
"Our team is at our best when we're solving complex problems in
partnership with clients. In this case, connecting and
audience-first media approach to creativity and commerce meant
aiding in the transformation of how Wells 'has worked' to 'can
work'" added Julia Hammond,
President, Global Solutions. "Together, our diverse network of
agencies will make big waves for Wells; we are so excited for the
new campaigns to hit the market."
About Wells Enterprises
Wells Enterprises, Inc. is the
largest privately held, family-owned ice cream manufacturer in
the United States. Founded in 1913
by Fred H. Wells, the company is
still proudly owned by the Wells family today. Wells produces more
than 200 million gallons of ice cream per year and distributes
products in all 50 states. Wells manufactures its signature brand
Blue Bunny®, lower-calorie Halo Top®, the iconic Bomb Pop®, and
Blue Ribbon Classics®. Wells employs more than 4,000 ice cream
aficionados across the country. The company is headquartered in
Iowa and operates two
manufacturing plants in Le Mars,
Iowa, a manufacturing plant in Dunkirk, New York and a manufacturing facility
in Henderson, Nevada. As the
world's largest manufacturer of ice cream in one location, Wells
has made Le Mars the "Ice Cream
Capital of the World."
About Stagwell
Stagwell is the challenger network
built to transform marketing. We deliver scaled creative
performance for the world's most ambitious brands, connecting
culture-moving creativity with leading-edge technology to harmonize
the art and science of marketing. Led by entrepreneurs, our 10,000+
specialists in 34+ countries are unified under a single purpose: to
drive effectiveness and improve business results for their clients.
Join us at www.stagwellglobal.com.
About Wolfgang
Wolfgang is a consultancy and creative
agency that bridges the gap between consulting and advertising.
They combine the rigor of data with innovative creativity to help
brands define themselves – and redefine the marketplace. Over the
past five years, Wolfgang has helped Panda Express climb from the
25th to the17th biggest restaurant chain, launched Adidas' first
women's basketball collection, created the first of its kind "Wake
Up" book for children with soccer star Trinity Rodman, and introduced a new IP
division. For Halo Top, Wolfgang is creating a campaign that will
redefine "wellness" with a refreshingly subversive and witty
POV.
About Observatory
Observatory is a 4x Emmy, 4x Cannes
Lions Grand Prix, and Sundance-winning agency for the content era,
building brands and driving business results through campaigns that
attract and engage audiences rather than interrupt and annoy them.
Honored as a Fast Company 2020, 2021, & 2022 World's Most
Innovative Company, Observatory is a global full-service creative
ad agency with deep roots in entertainment. Starting in 2006 as CAA
Marketing (a division of Creative Artists Agency), the agency
became independent in late 2017 with backing from Stagwell Inc.
Observatory does not publish its client list. A range of work is
available at www.observatoryagency.com.
About Allison+Partners
Allison+Partners is a global
marketing and communications agency driven by a collaborative
approach to innovation and creativity. The firm was named by
PRovoke Media as one of its Global Agencies of the Decade, North
American Agencies of the Year and Best Agencies to Work For. The
agency was also named by PRWeek as a Best Places to Work for four
consecutive years and recognized as one of UK's Fastest Growing
Agencies. Allison+Partners operates in 34 markets worldwide and is
organized around five practices: Consumer Brands, Corporate,
Reputation Risk + Public Affairs, Health and Technology. The
agency's Marketing Innovation Team, which combines brand strategy,
integrated marketing, creative, research and measurement expertise
into one offering, works across these practices to deliver
integrated storytelling for clients. Allison+Partners is owned by
Stagwell, one of the fastest-growing and most influential marketing
and communications networks in the world. Agency partners leverage
Stagwell's technology, data analytics, insights and strategic
consulting solutions to drive measurable results and optimize
return on marketing investment for more than 1,700 clients
worldwide. For more information, visit www.allisonpr.com.
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SOURCE Stagwell Inc.