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Carvel Ice Cream touts a new Lil' Love cake for $6.99 to celebrate special moments in kids' lives in a $5 million campaign launched last week in 16 markets from new agency Della Femina/Jeary & Partners, New York. The 30-second TV spot shows kids singing to the tune of "Ta Ra Ra Boom Di Aye" as they revel in tiny successes such as getting new glasses or acting in a school play. The campaign includes radio and local store marketing. The tagline is "Surprise someone special tonight."
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