Cold Rock appoints Red Crayon as creative agency

Tuesday, 28 June, 2011 12:00am

logo_redcrayonMelbourne-based Red Crayon has been appointed by Cold Rock Ice Creamery as the exclusive creative agency for the 90-plus store
ice cream chain.

Red Crayon is responsible for both national promotions and local store marketing creative for each store across Australia, creating printed and digital material from store posters and entry forms to the brand’s website and Facebook page.

Cold Rock is owned by Melbourne-based multi franchisor Franchised Food Company (FFCo).

“We identified the need for the brand to have a dedicated local creative agency to help achieve the brand objectives – that is positioning ourselves as a fun, happy and exciting brand,” FFCo marketing manager Clare McKeown said. “One of my major focuses was finding a partner who could assist in developing a local store marketing/creative solution as well as providing strategic advice and creative output on a national level.

“Red Crayon was enthusiastic, understood the target market and demonstrated a solid understanding as to the direction we need to take to move the brand forward.”

FFCo managing director Stan Gordon said the group was impressed with Red Crayon’s previous work developing new websites for FFCo and its other brands Nutshack, Pretzel World and Mr Whippy.

“They were also engaged to manage Cold Rock’s national promotion over Easter, which was the most successful in recent times and introduced new elements to the Cold Rock marketing mix which included the development of a viral video and more widespread use of social media,” he said.

Red Crayon managing director Craig McLeod said the agency had been involved in reviewing and developing the overarching Cold Rock strategy from a traditional and digital perspective, along with planning and executing
national campaigns.

“Cold Rock is a fantastic brand and one that we are extremely excited to be associated with,” he said. “We have worked across a variety of materials and media, with a real focus on the digital and social space to increase engagement with the target audience, not just impress our messages on them in the traditional way.

“A particular focus was developing a viral video and executing a social media plan which delivered extremely positive results. We very much look forward to working with Franchised Food Company to continue to achieve outstanding results and build a strong, consistent brand image for Cold Rock.”

 

 

Cold Rock ready to mix with Belconnen

Tuesday, 7 June, 2011 12:00am

logo_coldrockAn ice creamery which lets customers mix lollies, chocolates, fruit and nuts into their ice cream and sorbets to create their own unique combination is coming to Belconnen.

Cold Rock Ice Creamery, a franchise with more than 90 stores nationwide, will open its doors on July 1 at Shop 327, Westfield Belconnen shopping centre on Lathlain Street.

The store is owned by husband and wife team Guy and Karen Randell and business partner Michael Unwin and will be the third Cold Rock established in the ACT.

Customers can choose from Cold Rock’s premium ice cream, low-fat ice cream, gelato and sorbet flavours and then add their favourite ‘mix-ins’ to their creations.

“Belconnen customers will have 40 ice cream flavours and 50 mix-ins to choose from,” Mr Randell said.

“What makes Cold Rock unique is the ability to add mix-ins like Snickers, Caramello Koalas, brownies, Gummi Bears, raspberries, Oreos and fudge into your creation, which is then smashed together on our refrigerated ‘Cold Rock’ slab.

“We fell in love with the concept of Cold Rock because it appeals to today’s consumer who is looking for things that are new and unique and which they can customise. Belconnen is one of Canberra’s largest urban areas and most exciting given its continued growth, and we think this store is a great fit for the area.

“We’re very excited to be a part of the new restaurant strip at Westfield Belconnen and look forward to helping make it a premier dining hub.”

The store will also offer Cold Rock’s new waffle range.

“Customers can mix in Skittles, berries, nuts and other options to their waffle batter, as well as choose ice cream and fudges to match, which is the perfect winter treat,” Mr Randell said.

Locals can become a fan of Cold Rock Belconnen at Facebook/Cold Rock Belconnen, where they will also be able to access offers and promotions.

Cold Rock was founded in Aspley in Queensland in 1996.

ENDS

For enquiries please contact Roberta Mancuso 07 3225 4503 or Roberta@crookpublicity.com.

For more information on Cold Rock visit www.coldrock.com.au

 
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