Hudsonville Ice Cream

Before our partnership, Hudsonville had never had an agency or even advertised before. The brand came to us as a local favorite hungry to take over every county in its home state of Michigan. We quickly discovered that the product is genuine, handcrafted, and rich in flavor – in other words, perfectly aligned with our approach to great, sales-driving creative. TRG threaded the needle between Midwestern self-control and tempting indulgence, crafting a humble but quirky campaign that invited consumers to quietly, well, “Go to town” on even the smallest of occasions. Brand awareness went up with every spoonful.