Yuengling’s Ice Cream
Category: Media Relations & Storytelling – Product Announcement & Brand Relaunch
Industry: Food & Beverage
The Challenge
Yuengling’s Ice Cream, a beloved Pennsylvania brand that had been off the market for nearly 30 years, was preparing to return to store shelves. Although the initial comeback announcement generated excitement, the real challenge was sustaining momentum, growing demand in new markets where the Yuengling name had little recognition, and driving grocery stores to stock the product — all with a limited budget and no traditional advertising support.
Our Approach
We executed a multi‑phase media relations and social media program designed to build awareness and spark fan engagement.
What Our Team Did:
- Positioned the brand’s leadership as experts in relaunching a legacy product
- Established a warm, community‑driven social media voice and engaged fans personally
- Invited reporters to tour the manufacturing facility and preview the first production run
- Offered an exclusive point‑of‑sale launch to the Associated Press to drive broad awareness
- Created contests and interactive campaigns to deepen fan engagement and maintain visibility between production and shelf availability
- Shared images, videos, and behind‑the‑scenes content across social platforms
- Leveraged seasonal flavors, fundraisers, contests, and community events to generate ongoing news interest
- Monitored fan comments, addressed questions, and encouraged consumers to request the product at their local stores
The Results:
- Production moved up by two months due to early demand
- The planned two‑month supply sold out in two‑and‑a‑half weeks
- More than 280 grocery stores requested the first batch
- More than 1,500 media stories ran across all 50 states
- Total media reach exceeded 1 billion
- Major coverage included Inc., USA Today, Bloomberg TV, and the Associated Press
- Facebook likes increased 331 percent; Twitter followers increased 143 percent
- Nearly 300,000 Twitter impressions generated during the campaign