Well, maybe not literally. But our limited-edition, getaway-inspired ice cream and sherbet flavors came pretty close. Designed to capture the essence of summer escapes, our “Summer in a Pint” collection invited customers to savor the season one scoop at a time.
And to launch the collection, we created a vibrant, cross-platform campaign that turned the summer solstice into a full-sensory celebration.
Each of our four “Summer in a Pint” flavors was crafted with a summer getaway in mind, from a tropical beach to a mountain retreat. The campaign’s goal was to spark excitement, drive trial and position Kroger Brand ice cream as the ultimate taste of summer adventure. Through digital experiences, earned media and social storytelling, we transformed a simple product launch into a nationwide moment of joy.
To kick off the season and introduce the new collection, we invited fans to celebrate the summer solstice with a free pint of Kroger Brand ice cream. On June 20, fast-acting visitors to our site were able to download a digital coupon for a complimentary pint.
In addition to a national press release and media blitz, we sent out customized mailers featuring samples from our Summer in a Pint collection. The response was fantastic and coverage highlighted both the creativity of the campaign and the irresistible appeal of our innovative, summer flavors:
Our social strategy sustained the campaign’s momentum from teaser to sellout: Pre-launch teasers built anticipation with glimpses of the new flavors and their getaway inspirations.
Ongoing content showcased the collection in dreamy, destination-inspired settings, complete with mini ice cream landscapes, behind-the-scenes footage and playful GIFs that transported audiences to their favorite summer escapes.
Summer in a Pint proved that a well-crafted story can turn a seasonal product into a cultural moment. By blending creativity, digital innovation and sensory storytelling, the campaign didn’t just sell ice cream — it bottled the feeling of summer itself.
