Blue Bunny Ice Cream plans a rebranding push this year, and has chosen GSD&M as its lead media partner following a review.
The Texas-based Omnicom agency will handle strategy, buying and planning. Previously, those chores were with Colle+McVoy.
Adam Baumgartner, Blue Bunny's vice president of marketing, said GSD&M's "attention to detail in the planning process coupled with their strategic leadership in media plan development" impressed decision makers during the agency selection process.
A multimedia campaign will break later this quarter. Bolder Brands will fashion creative. Outreach is expected to include a mix of national and local television, magazine, out-of-home, digital and search advertising. Women of all ages who shop for their family are a primary target.
Blue Bunny, owned by Wells Enterprises, spent about $10 million on ads in both 2013 and '14, but the brand's outlay dropped to $1.5 million during the first nine months of last year, per Kantar Media.
Moving ahead, spending is expected to significantly increase—perhaps exceeding 2013-14 levels—as Blue Bunny seeks to compete against grocery rivals such as Blue Bell, Breyers, Dreyer's and Edy's.