Blue Bunny: Give in to the Bunny and Save Yourself from Yourself by FCB Chicago
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Blue Bunny ice cream has been around for 80 years, but a new campaign is updating the bunny to be an animated helper around the house while pushing ice cream treats.
The new brand campaign by FCB Chicago aims to appeal to adult consumers and Blue Bunny is on a mission to do whatever it takes to get people to say yes to fun and ‘Give In To The Bunny.’ The brand is launching its first fully integrated campaign that reinvents its mascot Blu the bunny, while also highlighting two premium ice cream products, the Load’d Sundaes and new flavors of an existing line, Bunny Snacks.
Additionally, Wells Enterprises, the company behind the ice cream, is introducing a new light ice cream brand, Chilly Cow, a protein packed, lower sugar ice cream to use ultra-filtered milk. The multifaceted advertising campaign goes against the grain of how consumers typically view the better-for-you ice cream category with an honest tone.
For ‘Give it to the Bunny,’ the brand instigates ‘giving in’ among consumers, with spots that feature Blu the bunny being helpful around the house while pushing families to enjoy the new Blue Bunny treats. In one spot, Blu confesses that he took a family’s pants because they had said that they wanted a Sunday where they didn’t have to put on pants. So he took them and filled the freezer with ice cream. Another finds a man coming to his flattened basketball, which Blu said he took the air out of because the man wanted to be able to palm a basketball.
For Chilly Cow’s ‘Save Yourself From Yourself,’ the brand highlights that, in a world of kale obsessions and imitation ice cream, people are trying to eat too healthy that they don’t even eat food with flavor. Chilly Cow says not to deprive yourself and instead eat the first protein-packed light ice cream to use ultra-filtered milk.
Credits
Blue Bunny: 'Give In To The Bunny'
CREATIVE
Liz Taylor / Chief Creative Officer
Jon Flannery / EVP Executive Creative Director
Marisa Groenweghe / VP Creative Director
Kathleen Wille / VP Creative Director
Morgan Richter/ Sr. Copywriter
Paige Miller / Sr. Art Director
PRODUCTION
Will St. Clair / Sr. VP Director of Integrated Production
Jen Passaniti / Senior Producer
Lindsay Tyler / Executive Producer, Social
Jeff Cowie / Director of Business Affairs
ACCOUNT
Melanie Hellenga / SVP Group Management Director
Tracy Draksler Brown / VP Management Director
Christina Banuelos / Account Supervisor
Stephanie Calderon / Account Executive
STRATEGIC PLANNING
- Katie Lowman / VP Strategic Planning Director
- Joanna Moy / Strategic Planning Director
BRAND TEAM
Joe Brooks / VP Premium Brands
Jamee Pearlstein / Sr. Brand Manager
Liz Croston / Sr. Manager Integrated Field Marketing
Shannon Rodenburg / Associate Brand Manager
Chilly Cow: “Save Yourself From Yourself”
CREATIVE
-Liz Taylor / Chief Creative Officer
- Lisa Bright / Sr. VP Executive Creative Director
- Dean Paradise / Creative Director
- Bruno Mazzotti / Creative Director
- Alice Crippa / Associate Creative Director
- Miguel Mayen / Associate Creative Director
- Mike Norgard / Copywriter
- Dwight Williams / Art Director
- Victoria Rosselli / Associate Art Director
PRODUCTION
- Will St. Clair / Sr. VP Director of Integrated Production
- Chris Wickman / Executive Producer
- Lindsay Tyler / Executive Producer, Social
- Justin Casselle / Producer
ACCOUNT
- Melanie Hellenga / SVP, Group Management Director
- Tracy Draksler Brown / VP Management Director
- Christina Banuelos / Account Supervisor
- Julie Rickert / Assistant Account Executive
STRATEGIC PLANNING
- Katie Lowman / VP Strategic Planning Director
- Joanna Moy / Strategic Planning Director
WELLS BRAND TEAM
Joe Brooks / VP Premium Brands
Joshua Tubbs / Brand Manager
Shannon Rodenburg / Associate Brand Manager
