In 2019, The Ice Cream Shop was built as a virtual storefront across Uber Eats, Postmates, GrubHub and DoorDash. This storefront brings together Unilever's ice cream brands in one place, allowing people to get their favorite flavors delivered. Drawing on our audience’s nostalgia for the ice cream truck, we brought The Ice Cream Shop to life through our Fantasy Fleet, rich with branded delivery vehicles like hoverboards, rockets, and even a blimp. This imaginative fleet makes delivery top-of-mind, and expresses the whimsical joy of the brand.

When the popularity of delivery skyrocketed in 2020, this concept brought some much-needed fun to our customers. The Ice Cream Shop was primed and ready to bring comfort, smiles, and a moment of happiness to people's day-to-day lives – all through on-demand delivery of the world's most-loved ice cream brands.

On-demand delivery was once a luxury but now plays a critical role as an essential service for bringing home necessities. Our idea was to bring America's most loved ice cream brands to the future, and your front door, with an on-demand digital storefront. We brought this to life by developing the creative visualization of the "Fantasy Fleet," transforming nostalgia of the ice cream truck into the future of digital delivery.

There are many brands in Unilever’s ice cream and frozen dessert portfolio, each with products and fans. There are a few common threads that unite lovers of these brands, and one of the most important is the joy that ice cream brings to them.

Our target audience -- ranging from metropolitan to suburban -- loves their memories of the ice cream truck driver. Today’s on-demand delivery platforms have taken the convenience of the ice cream truck and turbocharged it. Almost any food imaginable is only a few taps away. These delivery platforms are the ice cream trucks of today. They deliver more convenience (right to your door) and more variety (many different kinds of food). But they don’t have enough of the most fun food of all – dessert!

The fun of dessert combined with the convenience of modern delivery platforms presents our opportunity to create a charmingly engaging content

We developed the Fantasy Fleet – a creative concept that allows The Ice Cream Shop to tell limitless stories about the ways that ice cream can be delivered to you. This fleet consists of imaginative delivery vehicles like Talenti hoverboards, Ben & Jerry's rockets, an Ice Cream Shop blimp, and more quirky vehicles that express the joy that this brand delivers.

The Fantasy Fleet didn’t just live in our owned channels like our website and social media accounts. It became an integral part of the brand story and sat right next to our products on our storefront pages across major delivery apps. Paid media included not only banners and social, but also mobile gaming through an Activision Blizzard partnership. Candy Crush players learned about our storefronts while watching videos that granted them in-game rewards.

During peak summer months, The Ice Cream Shop surpassed 700 pints sold per hour.

Over half a million deliveries confirmed that there is consumer demand and, established much needed momentum in a new space. The consumers have spoken, and they’re excited about getting ice cream delivered.

Our Snapchat media lifted brand awareness by 3%, and our Activision Blizzard media grew awareness by 5.7%. Across all media we generated approximately 320M brand impression.