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Rita's debuts first ever national television commercial

March 19, 2012

Rita's Italian Ice will debut its first ever national television commercial Tuesday.

The ad will air in conjunction with the chain's 20th annual first day of spring Free Ice Giveaway at its more than 550 stores in 18 states.

"We are excited to celebrate our 20th year of the first day of spring by debuting our first ever TV spots and welcoming our guests to enjoy a Free Rita's Ice," said Jonathan Fornaci, chief executive officer, Rita's Ice. "In the new commercials, our Rita's Cool Treats come to life to give the world Ice, Custard, Happiness."

EFK Group, of Trenton, N.J., along with production company, Shooters Inc., created the ads for the company. The new television spot brings to life Rita, a 9-year-old girl, along with the Cool Treats gang, The Great Blendini, Buster Custard and Jil-lati, along with Mista Misto, as they join her to give the world a cool blast of happiness.

Also new this year, Rita's is introducing new Snickers and Wonka Nerds Mix-ins for its Cool Blendini Treat.

Fornaci was tapped to head the brand in late 2011, and immediately put into place plans for a new marketing approach.

"Historically, Rita's has only done radio. The company has never done TV. We will be moving into TV across all markets," he said. "It makes perfect sense for our brand, which is about bright, vibrant colors and kids having fun. I think this move will have a huge impact on attracting new customers."

Check out Rita's new TV spot.

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