Scotsman Ice is a premium ice machine manufacturer. In 2010, our challenge was to restore confidence in the quality Scotsman brand in the foodservice industry. Our strategy: we harnessed the passion of nugget ice fans and rally them around a single message and branded destination to express and share their love for Nugget Ice: the Original Chewable Ice. Leverage this consumer energy and demonstrated preference as a compelling sales tool to drive B2B sales and build positive brand perception.
Print ad series with custom typography illustrations. Each ad targeted a different reason for your nugget ice addiction: stress, anemia, pregnancy, or just plain love.
Every movement needs a food truck. The Luv the Nug truck travels around the country, handing out cups of nugget ice at local festivals and events. You can follow the truck on Twitter, or just listen for it. We embraced the brand's Scottish heritage by recording bagpipe versions of popular ice cream truck songs.
We offered passionate ice-chewers the shareable tools – petitions, purchasable swag, downloadable posters, nugget ice recipes and even the first-ever Nug locator mobile app - they need to demonstrate their love of and demand for nugget ice.
The social campaign targeted nugget ice lovers across all social media channels.
The Nug Truck team drove across the country to surprise our winner of the Luv the Nug Recipe Contest with their winnings - a brand new Nugget Ice machine! But they weren't home. Watch the video here.
Planning, UX and UI design for the redesign of scotsman-ice.com.