Jeremy’s MicroBatch® Ice Creams (Nasdaq: JMIC; BSE: JMI) announced today the launch of a comprehensive paid advertising and guerilla marketing campaign. The campaign begins on April 15th and is valued in excess of $3MM, roughly half of the company’s February 15, 2000 initial public offering.
Targeting 18-34 year olds, the campaign officially begins on April 15 as two 45′ x 35′ building banners are erected at the corner of 42nd Street and 8th Avenue in New York City. Three additional building banners will go up on 10th Avenue at 36th Street on May 1. Simultaneously, Internet banner ads will begin appearing on sites like foodtv.com, netnoir.com, review.com, and jobtrak.com.
Jeremy’s MicroBatch® is also launching a regional paid advertising campaign. Full-page, four color ads featuring the outrageous MicroBatch® flavors will be found in the Eastern region editions of People, Entertainment Weekly, Raygun, Esquire, Cosmopolitan, Out, Flaunt, Black Book, and Rolling Stone. These ads will begin appearing in the May issues. Radio sponsorships are also planned in four major markets: New York City, Boston, Baltimore and Washington D.C.
Other marketing activities will include advertising on the back of New York City transit buses May 1 through June 31, and a fully wrapped New York metro commuter bus during that same period. This summer and autumn Jeremy’s MicroBatch® Ice Creams will be featured on Go-Cards, those free postcards found in restaurants, bars and select Barnes & Noble locations. And finally, between April and September, James Rogers, a company that secures space for advertisements on construction sites in New York City, will place more than 7000 MicroBatch® flavor posters on construction sites across Manhattan.
All guerilla marketing activities center around the MicroBatch® Secret Service, teams of college age students who ride around in their MBVs (MicroBatch® Vehicle) handing out free samples of the product, signature orange t-shirts, free pint coupons, and other MicroBatch® goodies while sharing the MicroBatch® story. With more than 150 recruits, the MicroBatch® Secret Service are stationed in five regions in 15 cities, including teams in New York City, Washington D.C., Baltimore, upstate New York, Philadelphia, and New England. The majority of the Secret Service activities are spontaneous — they show up on street corners, beaches, concerts, building lobbies and in grocery store parking lots. The MicroBatch® Secret Service is slated to conduct more than 6700 sampling events in the year 2000.
All of the creative was conceived and designed by Jeremy’s MicroBatch® Ice Creams’ in-house marketing team. Led by company president, Sam Cohen, the marketing department includes: brand evangelist, Kris Murphy; and creative superstars, Catherine Wetendorf and Tom Loder.
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“This is an exciting time for Jeremy’s MicroBatch® Ice Creams as we continue to expand distribution, and gain the loyalty of consumers across the country,” said Sam Cohen, president of Jeremy’s MicroBatch® Ice Creams. “Launching a comprehensive regional advertising and guerilla marketing campaign will continue to build equity in the MicroBatch® brand.”
Inspired by the microbrew beer concept of using only the highest quality ingredients made in limited number of barrels, Jeremy Kraus founded Jeremy’s MicroBatch® Ice Creams in 1997, during his junior year at the University of Pennsylvania. Currently available in more than 5,000 outlets throughout the United States, Jeremy’s MicroBatch® Ice Creams mixes superpremium ice creams with high-quality ingredients in small batches to create the ultimate indulgence. Visit Jeremy’s MicroBatch® Ice Creams on the Internet at www.microbatch.com.