Unilever Suggests Ice Cream Daily at Meijer

Unilever is running a program at Meijer that positions the manufacturer's frozen treats as ideal for each day of the week. A brand showcase on Meijer.com encourages shoppers to "make every dae a lick more special" by creating treats using Ben & Jerry’s, Talenti, Breyers and Klondike SKUs. The page shares a "frozen treat inspiration" for each day of the week including: Dropping a Talenti raspberry mini sorbetto bar into berry-flavored sparkling water for a treat on "Mondae." Sandwiching a scoop of Breyers vanilla ice cream between brownie slices and topping it with fudge sauce, sprinkles or nuts for a little crunch for "Wednesdae." Stacking some waffles and topping them with scoops of Ben & Jerry’s "Cherry Garcia" ice cream on "Saturdae." In stores, a violator in the freezer aisle plugs the frozen inspirations with an "ice cream for any dae" message. The sign also encouraged shoppers to save with mPerks digital coupons. (Meijer shoppers could clip a "buy 1, get 1 free" coupon on Talenti and Magnum SKUs through July 22.) Arc Worldwide "dreamed up" and photographed the seven "mouth-watering creations perfectly paired with every day of the week," according to a July 15 LinkedIn update from the agency. The post also noted the agency partnered with influencers to encourage "shoppers to buy frozen treats at Meijer, try a recipe (or two) and share their creations on social with #IceCreamEverydae." Unilever is additionally leveraging Ripple Street's "Chatterbox" product sampling solution, which allows brands to send shoppers products to try, review and share their experiences on social media. According to a page on RippleStreet.com, shoppers will receive "all they need to shop at their local Meijer and can get inspired to indulge with recipes from Breyers, Ben & Jerry’s, Talenti and Klondike." Ripple Street is accepting applications July 18-30 to participate in the program. Participants will be selected July 31, and the sampling packs will be deployed Aug. 7-21.

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