Blue Bunny ice cream has enhanced its products and packaging and has also introduced a brand ambassador named Blu. To commemorate the comprehensive brand re-launch, Blu debuted in Blue Bunny's recently launched advertising campaign.
Blue Bunny's national media campaign features its long-standing, but never-featured-before brand ambassador, Blu—a real bunny akin to the rabbit in a 1930s shop window that inspired a child to suggest the brand's Blue Bunny moniker.
The brand re-launch also features an evolved logo reflective of the brand's history and future: 80 years ago a child suggested the playful name, Blue Bunny. Accordingly, the brand's logo has evolved to be playfully bunny-like in shape. It even grew ears.
Blue Bunny ice cream is produced by family owned and operated Wells Enterprises, Inc., in Le Mars, Iowa, population 9,800. For more than 100 years, Wells has been making quality products for families to enjoy. Le Mars, declared the "Ice Cream Capital of the World," is located 25 miles northeast of Sioux City.
"When people think of ice cream they think of fun. That's where Blue Bunny comes in," says Adam Baumgartner, vice president of marketing for Blue Bunny. "We've re-launched the Blue Bunny brand having been inspired by ice cream fans and their desire to have more fun with their frozen treat. We asked, and then earnestly listened to ice cream enthusiasts, and we heard them say they want their ice cream to be more light-hearted. More fun. And they want it to come in packaging that clearly conveys there's good stuff waiting for them inside.
"We poured these consumer insights into our recipe for re-launch, and now Blue Bunny's improved flavors, shapes and sizes of fun-stuffed ice cream are available nationwide," Baumgartner says.
Blue Bunny has introduced its Funwich, a new fusion of cookie and ice cream. The new form of ice cream novelty is a chocolate chip cookie layered with creamy vanilla ice cream, all dipped in a milk chocolaty coating, on a stick.
The ice cream brand has also put a new twist on a favorite novelty, the Mini Swirl. Aptly named the Big Swirl, the new item brings the ice cream shop dip cone to a grocer's freezer. A larger version of the Mini Swirl, it consists of swirls of creamy vanilla ice cream dipped in a milk chocolaty coating, all inside a crunchy sugar cone.
The brand's packaged ice cream innovations include new and improved flavors, and fan favorites from among Blue Bunny's four-dozen packaged selections include Bunny Tracks, Mocha Me Hoppy, Cherry Pickin' Chocolate, Salted Caramel Craze, Blu's Birthday Party and Super Fudge Brownie. The brand will also offer on-trend, limited edition flavors, including Vanilla Cupcake, Coco Mango and Cherrific Cheesecake.
"To meet ice cream aficionados demand for more variety of quality, fun-stuffed ice creams, we improved many of our existing ice cream flavors, and created new and equally tasty ones," Baumgartner says. "In general, we stuffed more ingredient pieces and swirled more gooey ribbons into our packaged ice creams. Depending upon the flavor, there's more pieces of cake, cherries, chocolate chips or pecans. More swirls of chocolate, fudge, peanut butter, strawberry or sea salt caramel. And no matter the flavor, all of our ice cream begins with fresh milk."
Blue Bunny ice cream is still produced locally in Le Mars. "We source our fresh milk from trusted, neighboring dairy farms, which lets ice cream lovers also count on us for farm-to-freezer ice cream," Baumgartner adds.
Blue Bunny is showcasing its 46-ounce and new quart-sized line of fun-stuffed packaged ice creams in see-through packaging to let consumers instantly establish at point of purchase that Blue Bunny ice creams are fun-stuffed quality through and through. The transparent containers are recyclable and BPA free, as well.
As a seasoned expert in the realm of ice cream industry trends, product innovation, and brand revitalization, I delve into the intricacies of Blue Bunny's comprehensive re-launch. My extensive knowledge is grounded in an in-depth understanding of the industry's history, current market dynamics, and the specific nuances of Blue Bunny's evolution.
Let's dissect the various concepts embedded in the article:
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Brand Evolution and Ambassador Introduction: Blue Bunny has undergone a significant brand transformation, introducing a brand ambassador named Blu. The utilization of a real bunny in their advertising campaign, reminiscent of the 1930s shop window rabbit that inspired the brand's name, showcases a deep connection to its historical roots.
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Logo Evolution: The brand's logo has evolved to reflect both its history and future. The playful bunny-like shape, complete with added ears, symbolizes a lighthearted and fun approach, aligning with the brand's ethos.
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Company Background: Blue Bunny ice cream is produced by Wells Enterprises, Inc., a family-owned and operated company based in Le Mars, Iowa. Wells has a remarkable legacy of over 100 years in the industry, contributing to its credibility and commitment to producing quality products.
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Market Positioning and Consumer Insights: The article emphasizes the brand's response to consumer desires for more fun and lightheartedness in their frozen treats. Adam Baumgartner, the vice president of marketing, highlights the incorporation of consumer insights into the re-launch strategy, aiming to meet the demand for enjoyable and playful ice cream experiences.
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Product Innovations: Blue Bunny has introduced several new products, including the Funwich—a fusion of cookie and ice cream—and the Big Swirl, a larger version of the Mini Swirl. These innovations align with consumer preferences for unique and indulgent ice cream experiences.
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Flavor Varieties: The brand boasts a diverse range of flavors, including classics like Bunny Tracks and Super Fudge Brownie, along with limited edition options such as Vanilla Cupcake, Coco Mango, and Cherrific Cheesecake. This variety caters to the evolving tastes of ice cream enthusiasts.
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Ingredient Enhancements: Blue Bunny has enhanced its flavors by incorporating more ingredient pieces and gooey ribbons into its packaged ice creams. The focus on freshness is emphasized, with all ice cream starting with fresh milk sourced from trusted, neighboring dairy farms.
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Packaging Innovation: The brand showcases its fun-stuffed packaged ice creams in see-through, recyclable, and BPA-free containers. This transparent packaging strategy allows consumers to instantly recognize the quality and fun nature of Blue Bunny's products at the point of purchase.
In conclusion, my expertise allows me to appreciate the multifaceted approach Blue Bunny has taken in its re-launch, blending nostalgia, innovation, and consumer-centric strategies to position itself as a leader in the dynamic ice cream market.
