Branding / Logo Design / Website / Illustrations / Content Creation
Peekaboo Ice Cream approached us at a critical juncture in the food startup’s expansion plan. The Miami-based ice cream with hidden veggies had just obtained their first large order from a supermarket chain in Texas (HEB) and needed a comprehensive brand strategy to maximize their presence and prove their concept to showcase to other retailers and supermarket chains across the country.
What initially started as a social media and public relations project quickly expanded as the brand received more attention and expanded into more regions. The Peekaboo Ice Cream scope included B2B needs like trade show booths and trade show marketing, packaging design, website design, strategic partnerships, media training, and digital advertising. After two years of living, breathing, and yes, eating Peekaboo Ice Cream, we also rebranded the CPG company to a more palatable and consumer-friendly logo and packaging direction.
Our first order of business was to establish a definitive and clear brand direction for Peekaboo Ice Cream, both extrinsically and intrinsically. We created a comprehensive brand guide that included a brand mission, vision, brand personality, tone of voice, and a brand manifesto that would set the tone for future marketing activities.
As the first phase of the Peekaboo Ice Cream business expansion was solely based in Texas, we created a highly targeted social media and public relations strategy that focused on the Austin/Houston/San Antonio metropolitan markets. With successful broadcast TV appearances and event tastings at Austin hotspots like Outdoor Voices HQ and Hotel San Jose, we were able to set the groundwork for a national public relations expansion.
Trade Show Marketing
Peekaboo Ice Cream Rebrand
Since the very beginning of working with Peekaboo Ice Cream, we knew that the branding would have to eventually be updated to better appeal to their target market on shelves. There was a deep disconnect between the formulaic logo and packaging, and the youthful and vivacious brand personality. The owner of Peekaboo Ice Cream was concerned with not deviating too far from the original logo type, so we kept the the tall and bold structure of the lettering but softened the feel by applying a hand-drawn look.
We drew a natural through line to the characters that adorn the Peekaboo Ice Cream packaging by replicating the shape of the eyes in the double O’s at the end of Peekaboo. The characters also received a makeover, now featured in a flat vector style with sly smiles.
We’re all suckers for a beautifully designed package (right?) so it was doubly important that the packaging of the new Peekaboo Ice Cream branding worked to effectively stand out and communicate its brand offering amongst a colorful, crowded, and highly-competitive ice cream case. More emphasis was given to the unique combination of flavors on each pint, as well as their visual illustrative representations in the Peekaboo Ice Cream characters.
Public Relations Management
Jacober Creative undertook a nationwide search for the right public relations partner to help disseminate and execute our public relations and influencer strategy. Under our guidance, Peekaboo Ice Cream appeared on Goop, PopSugar, Apple News, KTLA, and The Today Show. In addition, we were able to successfully seed product with a variety of mom influencers like Molly Sims, Jessica Alba, Arielle Charnas of Something Navy, and many more.
Trade Show Marketing
To further enhance Peekaboo Ice Cream’s profile and make the brand an appealing choice for buyers from grocery stores across the US, we devised and produced several multifaceted trade show booths and sampling carts that could be used for a variety of events — from the Fancy Food Show in New York City to Expo West in Anaheim, to in-store tastings. In addition to the trade show booth design and manufacturing.
Social Media Strategy
The social media management for Peekaboo Ice Cream involved a variety of strategies on different platforms. Through our lively and eye-catching content creation from monthly photo and video shoots, combined with a strategic influencer strategy and community management, we were able to raise the profile of Peekaboo Ice Cream and organically grow their audience.
During the peak ice cream summer season, we created a social media advertising plan that focused on enhancing brand awareness in several major markets across the US, with the intent of driving customers to purchase at their local grocery stores.