Blue Bunny Names FCB Chicago as Its Creative Agency of Record After a Review

The agency competed with 5 others

Blue Bunny spent $20.5 million on measured media in the U.S in the first half of this year.
Blue Bunny

Ice cream-maker Blue Bunny has chosen FCB Chicago as its creative agency of record after a three-month competitive review.

The Wells Enterprises brand handed its creative duties to FCB Chicago because of its “clear read on today’s consumer” and its “authentic insight,” according to a statement from the Interpublic Group agency. Five other agencies were involved in the pitch, though it’s not known which ones.

“Beyond creative capabilities, we were looking for an agency that would help us build our brand by resonating with our fun-loving consumers in a more relevant way,” said Joe Brooks, vice president of Blue Bunny premium brands. “FCB Chicago proved they had the ability to do this by bringing us both rich, meaningful consumer insights and provocative ideas which together we’re confident will create the foundation for a powerful marketing platform.”

FCB Chicago will handle creative across all platforms including television, print, out of home, digital and social media. The shop’s first work for Blue Bunny is expected to launch in early 2018.

“Blue Bunny is a fun brand with a rich, 80-plus year history which is known for producing creative and innovative premium ice cream flavors and frozen novelties,” said Michael Fassnacht, FCB Chicago president and CEO. “These traits are certain to shape a great campaign and we are honored to have the opportunity to develop creative work that will reflect the spirit of their brand.”

In January 2016, Blue Bunny tapped Omnicom agency GSD&M to be its lead media partner following a review. GSD&M ousted former agency of record Colle+McVoy, which previously had handled strategic planning, creative and media buying duties. At the time, Bolder Brands was retained to work on creative for an integrated campaign for Blue Bunny, but the extent of their partnership is not known.

Blue Bunny spent $22.5 million on measured media in the U.S. in 2016 and $20.5 million in only the first half of this year, according to Kantar Media.