Big Gay Ice Cream Campaign Copy



Objective:

Write punchy, best practice copy to reinforce messaging of New York's beloved Big Gay Ice Cream now being in pints for the product's launch.


Strategy:

Leverage brand's cheeky brand personality and platform copywriting best practice to reinforce news in a thumb-stopping way.

Iterations of copy include:


Draft – Your Big Gay Ice Cream favorites now come in 7 new pints! Final - The Big Gay Ice Cream invasion begins, take us to your freezer! Learn More.


Draft – You won’t regret putting this salty treat in your mouth. Final - The legendary New York Salty Pimp now comes in pints. Learn More.


Draft – We packed every bit of our Rocky Roadhouse fudge in one pint. Final - Rocky Roadhouse is our version of the classic…with a few additions. Learn more.


Draft – The Big Gay Ice Cream invasion’s begun, take us to your freezer! Final - The Big Gay Ice Cream invasion begins, take us to your freezer! Learn More.


Outcome:

The paid posts surpassed internal and industry benchmarks for penetration, CPM, click through etc.

 
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