Created by Cossette Communication-Marketing, one TV spot shows a young boy bringing his grandmother an ice-cream treat. Another spot shows two older gentlemen enjoying ice-cream cones.
Supporting the commercials are radio and outdoor ads and point-of-purchase material.
The campaign, the first since Cossette's appointment in late 2000, followed extensive research under Bill Durnan, Cossette's chief strategic council. More than 250 customers, crew members, managers and franchisees were interviewed. -- Gail Chiasson
Copyright July 2001, Crain Communications Inc.