Some brands sell a product. The best ones sell a feeling you didn’t know you were already chasing.
Signal Theory is launching a new TV campaign for Andy’s Frozen Custard on May 1. Creative Director Micah Barta built it around one core idea: Andy’s isn’t a treat you stumble into – it’s a place you start heading to on purpose.
The spot is designed to build a habit loop. The kind that turns a first visit into a regular one, and a regular one into a memory you didn’t realize you were making.
“People don’t need to be convinced to want frozen custard,” says Barta. “They need to be reminded that Andy’s is the right answer when the moment – a win, a reunion or just a summer afternoon – is already calling for it.”
