Bubbies Ice Cream

Challenge: In my MKT 455 Brand Management class, we had to develop a summer omnichannel campaign, a brand growth recommendation, and deliver a TikTok video for the Bubbies' marketing team. The main objective for Bubbies was to steal shelf space from the well-known mochi brand "MyMochi". My team "TopDog" choose to focus on brand awareness and Bubbies' unique qualities as a premium mochi company.

 

Solution: We presented two recommendations: a collaboration with HelloFresh and the Hot 100 Summer campaign. 
We decided that a HelloFresh collab would increase brand awareness and tune into their target customer base which is the well-off, trendy Millenials and GenZ. We surveyed 105 participants and 68.5% said they would love to see Bubbies in meal kits.  Bubbies has a great emphasis on high-quality ingredients, that appeal to meal kit users.

Our Hot 100 Campaign is a social media incentive to gain traffic to Bubbies' website. There, customers can receive a discount if their location is over 100F degrees. The connection between online coupons towards the journey of offline shopping determines an efficient omnichannel approach. The “HOT 100” campaign will create a fun and engaging experience for those who need delicious relief from the summer hotness.

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For our TikTok video, we received #1 in engagement by hopping on the fight dance trend which uses the remixed song called Blue Monday by Rocco. We decided to use two of Bubbies’ most popular flavors (strawberry and triple chocolate) to be the ones fighting. In the end, strawberry wins with an uppercut towards chocolate.