Melbourne-based Red Crayon has been appointed by Cold Rock Ice Creamery as the exclusive creative agency for the 90-plus store
ice cream chain.
Red Crayon is responsible for both national promotions and local store marketing creative for each store across Australia, creating printed and digital material from store posters and entry forms to the brand’s website and Facebook page.
Cold Rock is owned by Melbourne-based multi franchisor Franchised Food Company (FFCo).
“We identified the need for the brand to have a dedicated local creative agency to help achieve the brand objectives – that is positioning ourselves as a fun, happy and exciting brand,” FFCo marketing manager Clare McKeown said. “One of my major focuses was finding a partner who could assist in developing a local store marketing/creative solution as well as providing strategic advice and creative output on a national level.
“Red Crayon was enthusiastic, understood the target market and demonstrated a solid understanding as to the direction we need to take to move the brand forward.”
FFCo managing director Stan Gordon said the group was impressed with Red Crayon’s previous work developing new websites for FFCo and its other brands Nutshack, Pretzel World and Mr Whippy.
“They were also engaged to manage Cold Rock’s national promotion over Easter, which was the most successful in recent times and introduced new elements to the Cold Rock marketing mix which included the development of a viral video and more widespread use of social media,” he said.
Red Crayon managing director Craig McLeod said the agency had been involved in reviewing and developing the overarching Cold Rock strategy from a traditional and digital perspective, along with planning and executing
national campaigns.
“Cold Rock is a fantastic brand and one that we are extremely excited to be associated with,” he said. “We have worked across a variety of materials and media, with a real focus on the digital and social space to increase engagement with the target audience, not just impress our messages on them in the traditional way.
“A particular focus was developing a viral video and executing a social media plan which delivered extremely positive results. We very much look forward to working with Franchised Food Company to continue to achieve outstanding results and build a strong, consistent brand image for Cold Rock.”
