Unilever & Walmart
Ugly Sundaes
Agency: Arc | Role: Senior Art Director | Year: 2023
The Challenge: Make ice cream the hero of the holidays and launch 17 new SKUs into market.
The Strategy: Flip holiday dessert expectations by creating a tradition rooted in joy, not perfection.
The Idea: Launch a new bold, messy, joy-first tradition that steels the spotlight from picture perfect cookies and pies. Ugly Sundaes, a 360° campaign that makes ice cream the star of perfectly imperfect holiday moments.
The Results:
Secured $1M in additional investment
Attracted 1.7M new households (27% first-time buyers)
Drove +13.2% YOY sales growth
Earned two Gold Reggie Awards
Forget picture-perfect pies. Ice cream finally got a seat at the holiday table with Ugly Sundaes.
Team
Creative Director: Jon Britt, Associate Creative Director: Dave Busch, Senior Art Director: Allie Johnson, Senior Copy Writer: Genna Tardi, Art Director: Madison Moats, Copy Writer: Emma Campanella
Secured $1M in additional investment
Attracted 1.7M new households (27% first-time buyers)
Drove +13.2% YOY sales growth
Earned two Gold Reggie Awards
"Not only did Arc give shoppers a reason to buy, but this program helped put us back on the map with our Walmart buyer."
Julia Frazier | Senior Omni Shopper Marketing Manager