Baskin-Robbins has signed 22squared to handle the national advertising program for its 31 flavors, the company has announced. 22squared, one of the largest independent advertising agencies in the United States with offices in Atlanta and Tampa, Fla, was one of four finalists for the account. Kirshenbaum, Bond, Senecal + Partners; Ogilvy& Mather; and Merkley + Partners also made final presentations.
"As Irv Robbins used to say, 'We don't just sell ice cream. We sell fun,'" said Dave Nagel, director of brand excitement for Baskin-Robbins. "We are absolutely thrilled to be working with 22squared and look forward to creating work that delights our guests in creative and unexpected ways."
22squared's clients include Buffalo Wild Wings, Florida's Natural Growers, Marriott International, CBSSports.com, Lincoln Financial Group and Shoe Carnival.
Baskin-Robbins' creative was last handled my Cliff Freeman and Partners in New York, which closed in late October, according to AdWeek. Cliff Freeman's last campaign for the ice cream chain was the popular "Ice Cream & Cake" song promotion.
