Carvel Returns to a Happier Time

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

BOSTON Carvel serves up nostalgia in its latest campaign. But this year, the client seeks to cut costs and increase the number of its locations by using direct response, a company executive said.

Carvel decided to spend its estimated $2 million media budget solely in DRTV because of “substantial cost savings in conjunction with aggressively expanding the Carvel brand through franchising,” said Gary Bales, vice president of marketing at the Atlanta-based ice-cream chain.

A 30-second spot from Atlanta’s Fletcher Martin Ewing opens with footage of the gravelly voiced Tom Carvel from a 1970s TV spot.



AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in