2020 was a tumultuous year for many. The events of the year rippled, impacting nearly every brand in the world. But with people spending more time at home facing the uncertainties of each day, we saw a way to bring comfort, smiles, and a moment of happiness to people's day-to-day lives - all through on-demand delivery of the world's most-loved ice cream brands.

Built as a storefront across Uber Eats, Postmates, GrubHub, and DoorDash, The Ice Cream Shop had modernity hardcoded into its DNA. It brings together Unilever's individual ice cream brands all into one place. But we didn't stop there. We reimagined delivery with The Fantasy Fleet -- a creative concept that seemed to be custom-made for the new normal. With strategic thinking, holistic branding, and a strong, clear tone of voice, The Ice Cream Shop was primed and ready to deliver, right when the world needed it most.

On-demand delivery was once a luxury but now plays a critical role as an essential service for bringing home necessities. Our idea was to bring America's most loved ice cream brands to the future, and your front door, with an on-demand digital storefront. We brought this to life by developing the creative visualization of the "Fantasy Fleet," transforming the nostalgia of the ice cream truck into the future of digital delivery.

There are many brands in Unilever’s ice cream and frozen dessert portfolio, each with products and fans. There are a few common threads that unite lovers of these brands, and one of the most important is the joy that ice cream brings to them.

Our target audience -- ranging from metropolitan to suburban -- loves their memories of the ice cream truck driver. Today’s on-demand delivery platforms have taken the convenience of the ice cream truck and turbocharged it. Almost any food imaginable is only a few taps away. These delivery platforms are the ice cream trucks of today. They deliver more convenience (right to your door) and more variety (many different kinds of food). But they don’t have enough of the most fun food of all – dessert!

The fun of dessert combined with convenience of modern delivery platforms presents our opportunity to create a charmingly engaging content

We developed the Fantasy Fleet – a creative concept that allows The Ice Cream Shop to tell limitless stories about the myriad ways that ice cream can be delivered to you. This fleet consists of imaginative delivery vehicles like Talenti hoverboards, Ben & Jerry's rockets, an Ice Cream Shop blimp, and more quirky vehicles that express the joy that this brand delivers.

The Fantasy Fleet didn’t just live in our owned channels like our website and social media accounts. It became an integral part of the brand story and sat right next to our products on our storefront pages across all major delivery apps. Paid media supported the fun and excitement of delivery by bringing the Fantasy Fleet to mobile gaming through an Activision Blizzard partnership. Candy Crush players learned about our storefronts while watching videos that granted them in-game rewards.

During peak summer months, The Ice Cream Shop surpassed 700 pints sold per hour.

Over half a million deliveries confirmed that there is consumer demand and, established much-needed momentum in a new space. The consumers have spoken, and they’re excited about getting ice cream delivered.

Our Snapchat media lifted brand awareness by 3%, and our Activision Blizzard media grew awareness by 5.7%. Across all media we generated approximately 320M brand impressions.