07 Partnership — Packaging + Event Graphics

RHOSLC x Van Leeuwen

The SLC Scoop — an ice-cream collaboration tying Bravo's Real Housewives of Salt Lake City to Van Leeuwen, from the pint to the scoop shop.

        
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The objective: conceptualize a buzz-worthy partnership, campaign and experiential activation to generate press and social attention for the Bravo-verse and the mid-season drama of RHOSLC Season 5.

BMF partnered with cult-favorite Van Leeuwen on a custom flavor — The SLC Scoop, a 14oz pint of purple lavender ice cream with salted caramel swirls, the perfect balance of sweet and salty, just like the ladies of #RHOSLC. Rolling out nationwide to 60 stores, the collaboration launched with a one-day Rockefeller Center takeover: free scoops, frosted windows, branded freezers and the cast serving ice cream to VIPs, press and fans.

RHOSLC x Van Leeuwen The SLC Scoop collaboration

      The SLC ScoopNew York
    

Concept / 01 Bravo
Van Leeuwen

Salt. Lavender. Caramel. A season premiere you can scoop.

The takeover

Rockefeller Center / One Day

Van Leeuwen storefront with frosted windows and RHOSLC mountain graphics

RHOSLC cast in Van Leeuwen aprons holding SLC Scoop pints at the step-and-repeat

1,114Consumer guests

49Press guests

60Stores nationwide

1,500+Pints sold

Pint to freezer

Packaging / Retail

SLC Scoop pints stacked in snow with the RHOSLC mountain-range band

Branded freezer stocked with SLC Scoop pints behind frosted glass

SLC Scoop pint, NBC Studios counter card and branded cup

Cast behind the counter

Scoops / Details

Cast members handing scoops of The SLC Scoop across the counter to fans

Cast member in a purple apron scooping ice cream behind the counter

Cast selfie with an SLC Scoop pint in front of the branded wall

Scoop cup with Bravo pick and snowflake topper on a branded napkin

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