Consumer fandom was so high it generated lines around the block, crashed the website immediately, and sold out thousands of pints - enough demand to justify making it a seasonal staple at Van Leeuwen. The hype traveled globally, generating 5.3 billion impressions and generating social engagement 3X platform benchmarks. We created real time, agile geo-targeted ads to direct people to event the day-of, and sent samples to influencers & invites to attend food truck ahead of time to drive awareness to their fanbases on day of launch.
#VAN LEEUWEN ICE CREAM KRAFT MAC AND CHEESE FOR FREE#
We made product available available for purchase on the Van Leeuwen website, and hosted an experiential food truck in NYC where New Yorkers could try the ice cream for free from the Van Leeuwen food truck on National Mac & Cheese Day, July 14th. With objectives to generate earned media that pulled through our new message of comfort & quality, and build consumer fandom, we announced the product through press, influencers, and across the Kraft Mac & Cheese and Van Leeuwen’s owned social channels. That's why on National Mac & Cheese Day, Kraft Macaroni & Cheese teamed up with Brooklyn-based Van Leeuwen Ice Cream, two brands with a shared belief in making good food that makes you feel food, to combine two of the most iconic comfort foods - unforgettable, creamy ice cream with the classic, comforting flavor of Kraft Macaroni & Cheese. We wanted to shift the stigma of comfort and get people proud again to enjoy comfort food.and there's nothing more comforting on a hot summer day than ice cream. As the pandemic fueled unrest time & time again, consumers were leaning on the power of comfort to get them through a time of great uncertainty, with 2 in 3 Americans reverting to eating more comfort food since the start of March 2020. But the benefits of doing what makes us comfortable is actually key to our well being. But over time, there's been shame attached with doing what makes us comfortable - and comfort foods alike are seen as a guilty crutch used to cope with problems. The ice cream has no artificial flavors, preservatives, or dyes.Kraft Macaroni & Cheese is a great American comfort food. We let them run wild before using them to create a swirl and then blending it into the vanilla ice cream and adding chunks of shortcake.
Wild Blueberry Shortcake: There was no taming these wild blueberries, who were out late at night getting into trouble.Bourbon Cherries Jubilee: Not a flame went near this sweet cream ice cream but we did blend in swirls of bourbon cherry compote so this flavor is still lit.This ice cream will be available online for order on while supplies last for 12 for a pint starting at 11am ET on July 14, as well as Van Leeuwen stores nationwide. Floral, sweet cream cheese ice cream with chunks of lemon sponge cake with layers of elderflower frosting. But so was the pink, candy-flavored Mac & Cheese they released at the beginning of the year. Royal Wedding Cake: Inspired by the cake served at a certain royal wedding in 2018, this is the closest you’ll get (and they’ll get) to feeling like a royal.Hot Honey: If you’ve never drizzled hot honey onto your ice cream, raise your hand… Vanilla ice cream with honeycomb and swirls of hot honey.Delicious cream cheese and mozzarella ice cream with a tomato jam swirl and basil crust cookies! Pizza: Put aside any notion that you can’t have your pizza and ice cream together in one crazy, but crazy delicious, flavor.Well, not technically because it’s Planet Earth but, flavor-wise, it is because of the blue spirulina almond ice cream and pieces of matcha green tea cake. Planet Earth: This flavor is truly out of this world.The exclusive launch includes six other fan-favorite flavors: This unusual collaboration kicked off in summer 2021 as Kraft partnered with Brooklyn-based Van Leeuwen Ice Cream, which is most known for its decadent, vegan ice cream. Detroit-based pizza chain plans expansion into Utah
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