CMO Roundtable with Angie Eckelkamp, Chief Marketing Officer at Kilwins

How do you ensure the brand promise communicated in marketing matches the in-store experience across all locations?

Angie Eckelkamp
Chief Marketing Officer
Kilwins

At Kilwins, ensuring our brand promise aligns with the in-store experience starts with a clear sense of purpose. Our mission is to “make more happy” in the communities we serve, and that mission is woven into how we operate, communicate, and show up every day. The good news is that we start from a place of happiness: Most guests walk through our doors excited to get a treat, and that happiness grows once they see, smell, and taste our products! Because happiness is both emotional and experiential, what we promote in marketing reflects what guests experience in our stores.

Two of our foundational brand pillars are premium-quality products and in-store “theater.” We don’t just sell ice cream, fudge, chocolates, and other confections; we create memorable moments that naturally deliver on our mission to make people happy. The sight of caramel being poured, the aroma of waffle cones baking, and the experience of watching Mackinac Island fudge being hand-paddled on our marble tables are central to the Kilwins experience. Because many of our products, like these, are made in-store, this is all a part of our daily operations. The craftsmanship and quality we showcase in marketing through behind-the-scenes and “how it’s made” content naturally come to life when a guest walks through the door; this content serves as proof points for our premium positioning.

The in-store theater combined with the taste and quality of our products and delightful service leaves our guests with smiles (happiness!), and they often return with friends and family to share the experience. We have received numerous letters and comments from guests who have told us how Kilwins is a part of their traditions, special moments, and celebrations.

Our marketing and operations are built from the same foundation: quality, craftsmanship, and delightful service. Our brand promise and the in-store experience reinforce one another, allowing us to consistently “make more happy” wherever Kilwins operates.