Momvertising Opps: Blue Bunny announces two new products (Score 68)

Sales lead: Get in touch if you can help this brand promote its new product offerings.

• Wells Enterprises subsidiary Blue Bunny (BB) recently launched two new products: Mini Bars and Soft Scoopables. 
• Mini Bars are an expansion of its Mini platform as Mini Swirls have been successful.
  • It is available in vanilla caramel crunch, chocolate cookie crumble, and strawberry shortcake. 
• Soft Scoopables is a line of soft-serve ice cream.
  • It is available in vanilla, cookies and cream, strawberry, chocolate, and mint chocolate chip.
• Both new products are now available at retailers across the country. 

BB's target demographic: Gen-X & millennial women (moms)

The brand will likely:

• Ramp up ad spend or launch a campaign to promote the new products
• Increase promotional activity
• Seek agency assistance

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: BB has not aired a national TV ad yet in 2023.
• 2021-2022 spend: Full-year spend fell by 6% from $11.1m in 2021 to $10.4m in 2022. 
• Ad programming: It placed ads during programming such as Friends, NCIS, Mike & Molly, Family Feud, and Castle. 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: BB has not allocated any budget toward digital display ads so far this year. 
• 2021-2022 spend: Full-year spend jumped by 62% from $4.7m in 2021 to $7.6m in 2022. 
• 2022 data: 689.7m impressions via desktop video (51%), Facebook (32%), and Instagram (16%). 
• Ad location: It placed 100% of these ads directly onto sites such as youtube.com, facebook.com, and instagram.com.

Additional channel insights  

• Vivvix: BB also invests in radio.
  • It holds media planning discussions in Q3, and it buys during Q2. 

Agency analysis:

• Opportunity: Wells named Allison+Partners PR AOR last summer, and agency reviews tend to follow one another. 
  • Reach out to see if it needs any more assistance. 
• Current roster:
  • Allison+Partners: PR AOR
  • Observatory Marketing: creative AOR
  • GSD&M: media AOR
  • FCB Chicago: creative & social AOR
  • Polvora Advertising: multicultural 

Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.