Homemade Brand, the premium ice cream line from United Dairy Farmers, has a reputation for delivering more in every tub: more ice cream, more mix-ins and less air than the competition. The brand’s latest campaign transforms that generosity into an ownable creative platform, introducing a new vocabulary and a new name: Homemade Brand Incredibly Generous Ice Creams.
The “Homemade Brand Incredibly Generous Ice Creams” campaign, created by Young & Laramore, introduces a series of original portmanteaus—such as TUBSTANTIAL, CHUNKSISTENT and SCOOPERIOR—that combine multiple concepts into larger, denser words. The newly coined terms put more into language the same way Homemade Brand puts more into every tub.
While not an official rebrand, the temporary extension of the name to “Homemade Brand Incredibly Generous Ice Creams” underscores the brand’s “we put more in it” promise at every touchpoint.
“Homemade Brand has always been generous in the ways that matter most to ice cream lovers: more density in the ice cream, more mix-ins, and more satisfaction in every tub. This campaign gives people a distinct and memorable way to understand what has always made the brand different,” said Denise Jenkins, VP of Marketing, Insights and Loyalty at United Dairy Farmers.
The creative platform extends across television, radio, out-of-home, social and digital, with each medium designed to demonstrate the brand promise rather than simply state it. The television spots focus on the first scoop, the last scoop and even the 2 a.m. scoop—all packed with chunks. In radio, copy minimizes pauses and dead air to reflect the brand’s claim of containing less air and more substance. Out-of-home executions feature oversized three-dimensional typography that pushes beyond the boundaries of the billboard frame. On social, carousel posts allow the campaign’s coined vocabulary to unfold across multiple frames, revealing additional layers of meaning with each swipe.
“Consumers have been getting less and less from the category without necessarily noticing it. The moment you pick up a Homemade Brand tub, you can feel the heaviness,” said Bryan Judkins, Partner & Executive Creative Director, Young & Laramore, “Extending the name to ‘Homemade Brand Incredibly Generous Ice Creams’ was simply another way of making that truth impossible to miss.”
Limited out-of-home placements are currently running in select markets. The broader campaign launches in early June across CTV, streaming audio, terrestrial radio, out-of-home and paid social, alongside the debut of the new Homemade Brand Incredibly Generous Ice Creams website.
