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.