Sigma Group

Ciao Bella

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Market share and sales were down systemwide and everyone from ice cream shops to quick serve restaurants to frozen yogurt pop-ups were eroding the category with lower price points, new product experiences and a footprint that quadrupled.

Strategy

The communication strategy put Ice front and center and positioned Rita’s in an entirely new and noticeable way. This encouraged consumers to try exciting new tastes, products and flavors that differentiated Rita’s as a one-of-a-kind treat. The communication strategy put Ice front and center and positioned Rita’s in an entirely new and noticeable way. This encouraged consumers to try exciting new tastes, products and flavors that differentiated Rita’s as a one-of-a-kind treat. It encouraged customers to experiment, self-select and try adventurous new products and combinations by combining their favorite flavors of Ice with a mix of add-ons, creamy custard and toppings. Sigma evolved a wholesome, all-American story into a uniquely ownable and confidently quirky storyline that focused on the one thing Rita’s does better than anyone: Ice.

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Sigma Group
10 Mountainview Road
Upper Saddle River, NJ 07458