Baskin Robbins a new concept: The rise of healthy ice cream

With a new line of products called “BRight Choices,” Baskin Robbins needed a PR firm that knew how to shake up the media. The new line of products were developed for a healthy lifestyle, encouraging anyone and everyone to have a taste. Because the products were being introduced to Canada for the first time, Baskin Robbins was looking to create awareness in the most creative way possible.

• Develop a campaign idea “Indulgence that fits” to emphasize the use of BRight Choices as a guilt-free indulgence
• Partner with renowned designer Pat McDonagh and Toronto Fashion Week — a creative partnership that brought Baskin Robbins to the runway for the first time in history and created buzz among a new target market
• Strategically leverage Facebook, YouTube and Twitter to generate awareness and proactively engage in relevant discussions
• Implement an online contest that encouraged consumers to participate in the fun by naming the two “ice cream inspired” dresses designed by Pat McDonagh for a chance to win first row tickets to Toronto Fashion Week

Within the first two months of the campaign, Baskin Robbins saw a 15 per cent sales increase. On Q’s efforts also resulted in over 50 million media impressions in top tier media and 12,000 Facebook fans.