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Score 47 - Future Possibility: Jeni's Splendid Ice Cream names PR AOR, increases social media footprint

Belle Communication its PR AOR. Since the formation of the partnership, Jeni's social media mentions have increased to at least 2.5k, and its share-of-voice (SOV) has increased by 5%, meaning the brand is better known in the midst of industry conversation in comparison to other national artisan ice creameries. 

Jeni's sells ice creams in grocery stores across the nation, such as Publix and Whole Foods. To view parlor locations, click here; many are located in the Southeast, Midwest and West coast. Ami Desai Mathur, chief commercial officer at Jeni's, has led e-Commerce, marketing and retail/wholesale sales team since May 2018; Ryan Morgan has assisted with marketing efforts for nine years as the communications leader, specializing in social media marketing. 

Fuzzco assisted Jeni's with their move into Charleston markets in 2015, per Fuzzco's website; for this particular brand-awareness campaign, Fuzzco introduced Jeni's to the area through pop-up events (experiential) and social media. After the event succeeded, Fuzzco created a holiday collection online for the brand, followed by a year-round collection of flavor favorites. Through Fuzzco, a seemingly temporary partnership with check out their work for inspiration if they want to see what Jeni's has accepted in the past.

According to Adbeat, Jeni's has spent $81.2k on digital display over the past year on primarily programmatically placed ads through Google ($80.2k). Top Google publishers have included xfinity.com ($20.5k), britannica.com, littlethings.com, merriam-webster.com and finecooking.com. Most of the spending occurred in Q4 2018 and Q1 2019. In the year prior, Jeni's spent $25.9k on this channel. Sellers should contact Jeni's and inquire about Q4 plans; there's a chance it could be planning to launch a holiday collection again.

Jeni's reportedly increased from a worth of $25m to $30m from 2015 to 2017, per Inc. and Entrepreneur. Sellers should have plenty of spending dollars available. Per iSpot, Jeni's has yet to invest in national TV ads. 

Sellers -- Offer digital display space to Jeni's, appealing to niche-loving millennials and sweet-toothed Gen Z. This will likely include a female skew, based on previous campaigns.

Agency readers -- Since Fuzzco worked with Jeni's on a project basis, tote your ability to strengthen niche food brands to see if you can land the same work. As far as we know, the company has yet to name an AOR. Offer creative, social, digital and media business services.