Clover Dairy
Voice of Clo + Ice Cream Launch

A two-part audio campaign that finally gave a 100-year-old Bay Area mascot her voice — and launched 12 craft ice cream flavors with Whole Foods Market.

To promote Clover Dairy's ice cream launch, we developed a two-part audio campaign: a UGC contest to source usable creative, live reads with local radio talent, an exclusive flavor release at Whole Foods Market, and radio spots during peak listening hours to promote individual flavors. Wave I — UGC Contest: Clo is the homegrown Bay Area mascot who'd been seen but not heard for decades. For the brand refresh we gave Clo a voice and invited local listeners to audition to become it. Wave II — Product Launch: the winner's audio was integrated into 12 radio spots showcasing the new craft flavors, with a unique radio buy where the first 30 seconds went to Clover Dairy and the next 30 to Whole Foods Market — with Clover ice cream tying them together.