Role: Senior Art Director

 

Challenge

Kemps wanted to give their customers the opportunity to create the new ice cream flavors for a limited edition ice cream scheduled to be in stores fall 2017. The main objective was get re-engage with parts of its customer base that has moved away from Kemps in favor of the more trendy options in the ice cream aisle.

 

Insight

Flavor vote contests are nothing new, M&M’s, Burt’s Bees, Lays and Mountain Dew have been doing them for years. Customers don’t just want to buy a brand anymore, they want to engage with the brand. Recently we have seen a trend in customers valuing exploration and experimentation within a products that they are familiar with, like coffee and beer. This is particularly true with the Millennial demographic. 

 

Result

Kemps Locally Crafted was designed to engage with Millennial customers where they are already spending their time, on social media. We partnered with influencers to promote the flavor creation contest. People were encouraged to submit as many flavor ideas as they wanted and to try and create their own variations at home. Kemps then chose their favorite customer created flavors to produce. With this being a regional contest we decided to unveil the four winning flavors at the Minnesota State Fair, where we gave fair goers the chance to vote on their favorite. The Locally Crafted line was loved so much that Kemps also brought them back in 2018!