- David Gianatasio

Baskin-Robbins has hired Boston consultancy Pile + Co. to lead a review of its ad account.
 
The client spent $14 million last year in domestic measured media and $11 million through the first eight months of 2008, per Nielsen.
 
The Canton, Mass.-based ice-cream chain was the last client handled by Cliff Freeman and Partners in New York. That iconic agency closed its doors late last month.
 
In May, CFP rolled out a major campaign for Baskin-Robbins that played up the chain's long-standing major point of differentiation: it's selection of flavors.
 
An initial ad showed kids bombarding a white ice cream truck with colorful explosions. The tagline was: "Don't be so vanilla." The effort also included an iPhone app called the Yay! Button that helped consumers find the nearest Baskin-Robbins location.


Nielsen Business Media