Jeni’s Ice Cream World Cup Campaign

As part of a class project, I worked on a team to develop a global marketing campaign for Jeni’s Ice Cream. The goal was to introduce the brand to a wider international audience by leveraging the global reach and excitement of the World Cup.

We started by researching Jeni’s brand values, strengths, and current market position. From there, we identified an opportunity to connect the brand’s focus on craftsmanship and creativity with a global cultural moment. The World Cup offered a way to reach new audiences while still staying true to Jeni’s identity.

Our campaign concept, “The Taste of Sweet Victory,” focused on participation and community. One of the main ideas was Scoop Your Nation, where fans from different countries could submit ice cream flavor ideas inspired by their culture. These flavors would be shared on social media, allowing the public to vote, with winning flavors produced and sold during the World Cup. We also designed in-person activations like scoop-out competitions and soccer shootouts to connect digital engagement with real-world experiences.

To support the strategy, we developed audience personas and defined clear performance metrics. We focused on engagement, sign-ups, global website traffic, and conversions to measure the success of the campaign. This helped ensure the idea was not only creative, but also measurable and realistic.

This project strengthened my experience in campaign strategy, audience research, and performance planning. It also reinforced the importance of aligning creative ideas with brand identity and clear goals. Working on this campaign gave me a better understanding of how global events can be used to build meaningful brand connections across markets.