To celebrate its frozen custard Flavor of the Day program, Culver's today launched a new "Welcome to Delicious" integrated marketing campaign that features its popular frozen custard flavors, such as Caramel Cashew, Mint Chip, and Chocolate Oreo Volcano.
In the new TV spot, Culver's tempts viewers with the creamy decadence of Fresh Frozen Custard and attempts to explain why it might be the most irresistible dessert they'll ever taste.
"Poeple are amazed at how rich and luscious Fresh Frozen Custard is compared to ice cream," says Craig Culver, co-founder and CEO. "When people think of Culver's, they think of Flavor of the Day. We've offered it from the start."
In addition to the TV ads, the Flavor of the Day program is carried across all Culver's marketing touchpoints including radio and print advertising, in-restaurant POP signage, and digital and social media.
Culver's is also launching the Dessert'd Island Sweepstakes, which features a grand prize of a trip for four to Captiva Island, Florida. Guests who order a Flavor of the Day will receive a ticket with a unique promotion code, which they can enter at www.facebook.com/culvers for a chance to win a seven-night trip for four to Captiva Island. The sweepstakes is open while game pieces last or until June 29.
In addition, Culver's will offer an Android and iPhone app—which can be downloaded from www.culvers.com—with a five-day flavor forecast. Customers who download the app can opt to receive alerts when their favorite flavors are being offered nearby.