The Problem

Summer is the commercial peak for I Love Ice Cream Cakes, but it’s a highly seasonal, impulse-driven category where visibility is everything. The challenge? Adult responsibilities and packed schedules make summer pass too quickly, causing meaningful moments to slip away before we can truly enjoy them.

The Insight

While summer moves fast, ice cream cake has the unique power to make us slow down. It invites people to linger a little longer, turning casual hangouts and backyard BBQs into lasting memories. To save the season, we just need to Freeze the Moment.

How We Solved It

We launched the Freeze the Moment Iconic Summer campaign (Memorial Day to Labor Day), anchored by a cinematic, diary-style hero film that captured nostalgic summer vignettes.

To maximize impact, we deployed a robust social-first ecosystem—including scrapbook carousels, product reels, and lifestyle content—alongside a strategic creator network timed to key hosting holidays like Father’s Day and America’s 250th anniversary. By meeting consumers exactly when they were seeking entertaining inspiration, we solidified a simple truth: summer's most iconic moments aren't complete until the ice cream cake comes out.

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