June 23, 2010 // Franchising.com // Northampton, MA - Herrell's, the legendary Ice Cream company is going back to its roots by celebrating Steve Herrell, the company's founder and "Flavormaster".
Herrell's will unveil a new corporate branding initiative including a new website and product packaging on June 27, 2010 at the Summer 2010 Fancy Food Show held at the Jacob Javits Convention Center in New York City. The new branding reflects the era when Steve first brought the "super premium ice cream" category to public awareness and affection, and the commitment that Steve has to creativity and quality.
"Herrell's contribution to the ice cream industry is rooted in Steve's innovations and this new branding is a tribute to his genius." said Judy Herrell, President, Herrell's Development Corporation.
"We set out to create a design that fondly remembers the period when Steve dreamed of his first flavor and celebrates him as a true icon of America's ice cream history. I believe the campaign hits the mark by capturing his essence, "Joy by the Scoop." It's a celebration of Steve's passion for Ice Cream and the happiness it brings people." said Paul Levine, President of Slightly Mad Communications, the advertising agency that developed the new Herrell's branding.
Slightly Mad Communications (SMC) is a place where Madison Avenue meets Main Street. Located in Northport, NY, SMC is an advertising agency combining more than 25 years of international and national expertise with a local presence providing clients with senior-level hands-on attention. Founded in 2008 their current client roster includes food, beverage, nutritional supplements, healthcare, cosmetics, telecommunications, entertainment and professional services. Their work spans a wide array of both traditional (TV, radio, print and O-O-H) and emerging media forms including interactive web, mobile and social media.
Back in 1973, Steve Herrell had a dream: to open an ice cream shop which served the highest quality, best tasting ice cream to be found anywhere. Steve's Ice Cream in Somerville, near Boston, Massachusetts, pioneered the category of homemade, fresh, "gourmet" ice cream. By mechanically altering a small batch commercial freezer, Steve produced an extraordinarily rich, creamy, low-air ice cream. By the end of his first day in business, Steve had gone through his entire stock of 32 gallons. Over the years he dreamed big, thinking up an amazing array of flavors and revolutionizing America's stagnant ice cream industry by grinding Heath Bars, Reese's cups, and other name-brand confections and mixing them into ice cream. Thereby introducing the "Smoosh-in®" to the world and giving birth to our passion for flavors such as Heath Bar Crunch and Cookies 'n' Cream, now classics everywhere and staples in today's ice cream industry. With his flavoring expertise, Steve created luscious hot fudge sauces to ladle onto his remarkable ice cream. Steve Herrell and his outstanding ice cream and toppings gained national attention….and a legend was born.
After selling the original Steve's Ice Cream in 1977, Steve realized that he could not stay out of the ice cream business. In 1980, he opened Herrell's Ice Cream in Northampton, Massachusetts and again gained national recognition. Herrell's Ice Cream is going strong nearly three decades later.
The success of Herrell's Ice Cream has resulted in many industry copycats, but the quality has never been matched. From Ice Cream to Hot Fudge Sauce, Herrell's remains dedicated to creativity and the pursuit of excellence.
In fact, Herrell's has locations scattered across the Northeast offering the original flavors, Chocolate Pudding and Malted Vanilla, as well as more than 200 new flavors, and of course his celebrated homemade hot fudge sauce. In 1988 Herrell's began to offer their hugely popular hot fudge sauces in jars, now available in six flavors to grocery chains from coast to coast.
The Summer 2010 Fancy Food Show is an exciting business development experience with more than 180,000 specialty foods and beverages, 2,400 exhibitors from 81 countries and more than 24,000 attendees celebrating the best of the specialty food industry. This summer's expo is being held at the Jacob Javits Convention Center June 27-29. Visit Herrell's Development Corp. at booth #5233, meet "flavormaster" Steve Herrell, taste Herrell's famous ice cream and sample the new Herrell's Hot Fudge Sauce flavors.