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I scream for a social ice cream party

January 9, 2012 by Lisa Biank Fasig — Director, JZMcBride and Associates

Nom nom nom.

One does not have to live in Cincinnati to be familiar with one of its greatest brands, Graeter's Ice Cream. The rich, chocolate-chunky treat has earned a national following, including major media coverage, due entirely to its quality and taste. (That said, endorsements from Oprah Winfrey certainly don't hurt.)

But a recent story in the Cincinnati Enquirer proves that the hardworking members of the fourth generation of Graeters also have a good deal of savvy to go with their delicious flavors. According to the piece, the family is ponying up pints so fans can give ice cream parties for friends. Upon entering a new market, Greater's sends these "Fanbassadors" five free pints and other goodies. In return, the Fanbassadors post testimonials, video and photos of their ice cream parties on Graeter's Facebook page.

Such strategies have helped Graeter's expand into 6,200 stores, including Kroger, in 43 states. Nice work, but we all know its the creamy texture and giant chocolate chunks that keep it there.

No matter how great the strategy, a product won't sell unless it is good.

About Lisa Biank Fasig

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