2007 Copper Quill Award

In the spring of 2006, Cold Stone Creamery recognized a need to gain top-of-mind media awareness going into peak ice cream season. The strategy was to create a fun, informative newsletter positioning Cold Stone Creamery as a leader in the ice cream industry. The public relations team, in cooperation with the creative department and in-house designer, developed a special edition issue of Cold Stone's Behind the Stone newsletter that included ice cream consumption statistics, celebrity interviews, summer ice cream recipes, product features and a Q&A with the Tastemaster™. The newsletter was crafted with both journalists and ice cream lovers in mind and it laid the foundation for the summer media outreach campaign. As a result, Cold Stone received 1,543 media placements throughout the spring and subsequently 181 million media impressions during the summer months.