Releasing a questionably uncomfortable flavor to stir up curiosity and conversation.
The Kitchen helped drop this LTO flavor, created by Kraft Mac & Cheese and Van Leeuwen Ice Cream, into the mouths of influencers and the media through PR kits and an ice cream truck event. Then, we announced the product on social, with teasers, posts, footage from the event and shared all the unfiltered opinions to drive awareness, sales and even more opinions and conversations.
Some haters said this comfort food collab was a terrible idea, but demand was so high the flavor sold out in under an hour and it can now be found in Walmart - all year long.
Around the time of the flavor launch, TikTok announced a new live feature that we were hungry to test out. So, we built a giant ice sculpture and let people watch it melt, live, to tease our super fans and churn up conversation and curiosity.
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5.3+ Billlion Media Impressions
98% positive media sentiment
20k+ social mentions
Sold out in under 1 hour
Now available nationwide at Walmart
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Scott Dzierzanowski / Creative Director
Kirsten Dickherber / Senior Copywriter
Wesley Webb / Designer
Bayly Shelly / Content Creator
Dan Corrigan / Motion Designer
ABMC / PR