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Culver looks to leverage custard gains.

In what it describes as "a bold departure from previous advertising," Culver's Frozen Custard is launching a new $2 million ad campaign this month that touts the freshness, quality and variety of its fresh frozen custard and introduces a new graphic identity and positioning theme declaring, "Fresh Frozen Custard. It's better than ice cream." A new 30-second TV spot, entitled "Good-bye Ice Cream," introduces a new product brand, the Culver's Concrete Mixer. The new product is a "thicker, creamier, spoonable dessert" made with hand-dipped fresh frozen custard and featuring a choice of mix-ins. The multimedia campaign includes TV, radio, print, web and outdoor billboards, as well as in-store merchandising. The campaign also features new bright, magenta-colored imagery, a look also captured in a new counter display. Culver is also joining the customization trend, encouraging its customers to select ingredients and build their own individualized treats.

The new TV spot, in line with Culver's "Taste How Much We Care" brand campaign tagline launched in 2005, opens with a bored-looking ice cream man. The ice cream truck is suddenly pushed out of view, startling the ice cream man and jarring him out of his boredom, by a Culver's Concrete Mixer truck.

The company notes: "Viewers are introduced to Culver's Concrete Mixer brand through this fun, surprise element, along with the hand-dipped quality of Culver's Frozen Custard, the dessert's extra thickness and the many unique flavors available so guests can customize their mix-ins with every new treat." Developed by its advertising agency, Sheboygan, WI-based Jacobson Rost, the ad campaign will air from June 12 to July 2 and again in late July.

"While Culver's has long been known for its trademark ButterBurger and creamy, smooth frozen custard, many of our guests may not be aware of the wide variety of mix-ins, toppings and serving options available," explains Chris Contino, Culver's vice president of marketing. "Our new integrated campaign is designed to educate our guests about all the good things that we know make our frozen custard better than ice cream, while introducing them to our thicker, creamier Concrete Mixer."

Research served as the catalyst for refocusing Culver's summer marketing on desserts. "Focus groups showed us that we were so good at branding Culver's as a great place for the ButterBurger, that our desserts did not receive the recognition they also deserve," says co-founder Craig Culver. "We started the business as Culver's ButterBurgers(r) and Frozen Custard. Those two signature items are what keep our guests returning after 22 years, and we want folks who are not as familiar with Culver's to consider us not only for lunch and dinnertime, but whenever they're craving a cool summer treat."
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Publication:Ice Cream Reporter
Date:Jun 20, 2006
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