Ice cream brands increase ad spends and bet big on social media this summer

Since the summer time contributes to 40-50% of the overall sales of ice cream corporations. To make the most out of it, manufacturers at the moment are focussing on getting more traction on social media, introducing new variations and ramping up production capacities in addition to growing ad spends
BestMediaInfo BureauShreya Negi
Delhi, May 08, 2023
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With a comparatively extended and hotter summer time approaching, several ice cream manufacturers inclusive of Baskin Robbins, Natural Ice Creams and Mother Dairy, are eyeing over 20% class growth throughout the length. Thus the brands in this class are increasing their ad budgets and focusing advertising approach on social media platforms for improved traction.

Mohit Khattar
According to Mohit Khattar, CEO, Graviss Foods, the parent company of Baskin Robbins, the summer season is normally very essential for all ice cream manufacturers. With regards to the identical, the brand has delivered new variations and 17 new products across diverse product classes ranging from ice cream pizzas to ice cream floats and fruit cream sundaes for adults to fairytale sundaes for small youngsters.

“The purpose is to get consumers to strive something superior, something exceptional, something greater thrilling and extra pleasant this 12 months. The short-term goal is to get extra traction, attention and share for the emblem while the longer-time period objective remains to make the emblem one of the maximum preferred inside the class,” he stated.

In addition to this, he additionally emphasized that the logo’s advertising crew is trying to get its key messages out and goal popular teens-centric systems on social and digital media as well as tactical catchment-pushed campaigns.

“We aim to preserve to enlarge our network of shops and add at least any other eighty-a hundred shops over our base of 850+ parlours that we operate currently. We are focused on increase of at least 20% YoY and quicker than the boom of the industry in standard,” he stated.

Manish Bandlish
As consistent with Manish Bandlish, Managing Director, Mother Dairy, too, summer is the most anticipated season for a category like ice lotions as over 40% of the yearly income take place all through the first quarter of the fiscal.

“With summer predictions like ultimate yr, we had anticipated the surge in demand and had properly organized ourselves with a holistic technique for the category. For our ice cream portfolio, other than strengthening our bloodless chain infrastructure, we’ve ramped up our production capacities by using including new strains for ice cream bars and feature additionally invested in asset deployment at our client touchpoints to make sure shelf electricity,” he stated.

With this, he additionally went on to add that with the intention to preserve the brand’s clients excited this summer season, Mother Dairy has added many new variants and flavours largely underneath the impulse portfolio – led with the aid of kulfis, cones and bars.

“We have currently rolled out a brand new ice cream campaign referred to as #MotherPromise, to power the emblem’s salience and affinity. The six-week campaign accommodates TV commercials that are seeking to inspire a superlative dedication from customers through creating a ‘Mother Promise’ over a Mother Dairy ice cream, understanding that it stands for advanced flavor and quality,” he said.






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