Jeni's Ice Creams
Jeni’s Splendid Ice Cream enlisted the help of the Big Spoon team to make the grand opening of their first Richmond scoop shop a success.
Big Spoon's comprehensive marketing approach contributed to the successful grand opening of Jeni's Splendid Ice Creams in Richmond. The case study aims to highlight the effectiveness of community outreach, influencer marketing, media relations, and event management in creating pre-opening buzz, generating media coverage, and fostering strong connections with the local community.
Big Spoon coordinated shipments of Jeni's ice cream to 25 top influencers in the Richmond area, generating pre-opening buzz and securing earned placements on their social media channels.
Our agency organized a VIP evening for influencers and Jeni's Rewards members at the new Carytown location, drawing a crowd of nearly 100 attendees and generating further excitement.
Additional community outreach included corporate ice cream drops and pop-ups at strategic locations across Richmond to generate buzz and connect with the local community.
Collaborations with non-profit organizations such as the Richmond Animal League allowed for supporting fundraising efforts and community involvement through event support and free scoop cards.
Our public relations efforts resulted in a dozen media placements including two television spots on local news stations, an onsite segment inside the store, and two placements in the Richmond Times-Dispatch. The media coverage enhanced brand visibility, reaching a broader audience and generating awareness about Jeni's Splendid Ice Creams' grand opening.
“Shoutout to Big Spoon for making the grand opening of our first scoop shop in Richmond such a huge success! Their experience, relationships in the community, and speciality in the industry gave us the right exposure, which helped to create many new Jeni's fans and encouraged the continued success of our shop. Big Spoon acted as an extension of our team when we couldn't be on the ground—thanks for being our partner!”
- Lauren Davidson, National Partnerships & Influencer Manager, Jeni’s Splendid Ice Creams.
With these combined efforts, the grand opening was a sweet success. Our approach utilizing strategic partnerships and community engagement, showcases our ability to yield significant results in achieving business objectives and establishing a thriving presence in a new market.