NY creative and media agency, Walrus, is launching individual debut campaigns for three new brands under Wells Enterprises, the largest family-owned, privately held ice cream and frozen treat manufacturer in the United States: Cold Crush, an indulgent fresh-churned ice cream; Kingston Fruit Bars, a treat made primarily from coconut water; and Farm to Spoon, a plant-based ice cream made with cauliflower and sweet potato. The agency was awarded creative and media duties for all three brands without a review back in February. Wells’ product portfolio is also home to beloved brands like Blue Bunny, Blue Ribbon Classics and The Original Bomb Pop.

Each campaign employs a subtle dose of humour to spread the word about Wells’ newest treats. Cold Crush addresses the inevitable break-up with toppings likely to occur after your first indulgence; Kingston Fruit Bars plays off the notion of half the sugar only needing half the advertisement through clever billboard tactics; and Farm to Spoon addresses the shock of learning your new favourite ice cream is actually made from vegetables.

The ads will run initially in select US markets in California, Florida and North Carolina.