The Ask

Summer is a critical period for ice cream sales, and FatBoy Ice Cream was determined to break through the seasonal market clutter. With every brand vying for attention during these peak months, FatBoy wanted a unique strategy to capture consumer interest and differentiate itself from competitors.

What we did

Taking an unexpected approach, FatBoy chose to own "Funcles Day," a move no other ice cream brand had considered. We recognized the potential in celebrating the fun uncles and aunts, aligning with our brand's playful and unapologetic identity. Our strategy included: a sweepstakes offering a lifetime supply of ice cream to one lucky winner, to the ultimate Funcle or Faunt Starter Pack, complete with napkin shirts for mess-free indulgence, oversized ice cream scoopers for generous portions, and a comprehensive guide to mastering the art of being the coolest uncle or aunt.



The campaign's creative execution and the inclusion of quirky, fun items like napkin shirts and funcle-approved ice cream scoopers resonated deeply with the target audience, sparking widespread media attention and social media buzz. The initiative even caught the eye of celebrities, including one of the Jonas Brothers.



I collaborated closely with our internal art director and the social agency to brainstorm and develop all the creative ideas and marketing materials for this campaign. This collaboration included designing media mailers, organizing photoshoots, creating infographics, and capturing engaging content.

Creative Director - Colin Ofloy
Art Director - Ashley Black
Copywriter - Ryan Coons