Andy’s Frozen Custard
An ice cream shop tied to nostaligic memories from my childhood
The Ask
I was tasked with making a summer ad campaign for Andy’s Frozen Custard. I chose to refine my focus to surburban, upper-middle class college kids, as I feel Andy’s can solve a problem that they face. Over summer, college kids have sudden increases in free time, yet lack the third spaces that occupied their free time on campus. As such, I’ve crafted a campaign that sells Andy’s as a place to hang out with your friends, just like that one spot on campus.
Manifesto
You’re on top of the world. All of your friends live within 10 minutes of you, in a micro-urban area with your classes, job, and an unmatched party scene. Suddenly, June hits.
Summer used to be the best season ever. Now you dread it. You’re working 40 hour work weeks, and your friends live lightyears away (a 30 minute drive). And while you can bring your friends to your parent’s basement, it’s just not the same. Let’s face it, you need a third space. It’s not that you don’t love your mom, it’s just that you’re seeing a lot of her now and don’t need her at every hang out. And it’s not that you don’t love her brownies, but you have a real job now, and can afford to buy frozen custard that’s actually good.
What you need is to pop open the trunk of your hand-me-down minivan, hit your vape, and eat some ice cream with your friends. You’d rather the company of the kids who you kind of knew in high school who you recognize, but don’t need to have a conversation with. You’d rather blast the JBL and know that you won’t get judged for your music. A spot where you can chill out, see your friends, and have a sweet treat if you’re feeling it (you’re always feeling it).
It feels so hard to have a social life over summer. It doesn’t have to. Get your friends together, and meet up at the place that’s just like that one spot on campus.
Print Campaign
In this print campaign, I want to emphasize what a summer at home can be, wich headline copy designed to hook the reader in with an intriguging proposition.
Banner Ad Campaign
Intended to appear on Gen Z’s favorite websites, this banner ad campaign uses intriguing headlines to give users a taste of what Andy’s can be for them.
You Need Andy’s Video Spot
In my video spot, I will take viewers through the journey of a college student who desperately misses campus. When students go home for summer, they lose the third spaces that define their semesters. Andy’s has the potential to be that— this ad showcases what Andy’s can be for your friend group.
Collaboration with Tinder
Andy’s partner with Tinder, one of the most prominent dating apps among Gen Z users. Especially when compared to notable competitors Hinge and Bumble, Tinder is often used for more short term affairs, making it the perfect app for college kids on summer break.
In this execution, Tinder will sponsor speed dating events at Andy’s locations across the country. These events will be exclusively for people who use the “Tinder U” feature that registers you to your college. Users can register on the App to be assigned to a speed dating event near them, where they can find other singles in their area. They’ll then be able to enjoy free ice cream, Tinder and Andy’s swag bags, and the company of other single college students near them.
There’s a lot of pressure for people to hit it off with their potential summer situationship early, and it’s important to have a good spot to hang out with them. Why not make it the ice cream shop? Grab a bench, eat some ice cream, and laugh with the girl you’re gonna see a few times before you go off to separate colleges.
