However, Unilever cut advertising at the height of the pandemic, shifting spend from ice cream (its core food category) to hygiene products. After evaluating spend on a weekly basis, the company now plans to make significant increases during H2. Interviews conducted for this report confirmed that some advertisers cut spend for essential products because demand was already outweighing supply.

However, Unilever cut advertising at the height of the pandemic, shifting spend from ice cream (its core food category) to hygiene products. After evaluating spend on a weekly basis, the company now plans to make significant increases during H2 2020.

As part of a tie-in to Netflix’s “Stranger Things,” the ice cream brand worked with Canadian influencers to promote the hashtag challenge #StrangerThingsBinge. The effort featured a takeover ad on the app and also included ads on Snapchat and Facebook. It was designed to support Baskin Robbins’ new effort to reach out to younger consumers as opposed to its traditional target of mothers with families.

For Ben & Jerry’s, interest or propensity to drive social justice or environmental change is a core trait the ice cream maker wishes to identify in its audience to drum up support for its social mission.

For example, Blippar recently tested its new ARDP ad units with Jaguar Land Rover and Unilever’s Magnum Singapore ice cream brand. The Land Rover ad launched from a banner and let users sit in the driver’s seat of a new car, explore its features in 360 degrees and look out the windows.

Jay Tandan, US digital marketing manager at Ben & Jerry’s, explained that the ice cream-maker uses retargeting not necessarily to sell more sweets but to support causes, which means a more refined strategy.

Many retail spaces at the fair feature social-media-worthy displays, such as a pink, cat-themed ice cream truck and a hall adorned with neon signs. Clever wordplay is also a key part of these exhibits. Yoho! prioritizes cultivation of its cultural values first, which has translated to commercial success.