DAIRY BOY
SUMMER 2025.
Dairy Boy transformed a vintage ice cream truck into a multi-market campaign.
Campaign Overview
Dairy Boy reimagined its Evergreen collection launch late summer of 2025 as a mobile summer tour bringing nostalgic Americana to life through a custom ice cream truck that traveled from Connecticut to New York City.
Designed to generate both IRL engagement and high-performing social content, the activation culminated in a three-day SoHo pop-up in partnership with Spotify, delivering a multi-market brand experience with outsized digital reach.
The Objective
To drive earned media, sales momentum, and social engagement for Dairy Boy’s Evergreen collection through a mobile, content-led ice cream truck tour—amplifying reach across key Northeast markets and culminating in a high-profile SoHo pop-up in partnership with Spotify.
The Dairy Boy Summer Tour
Dairy Boy’s Evergreen launch was designed as a full-scale summer campaign—anchored by a fully customized, vintage-inspired ice cream truck that functioned as both a mobile brand experience and a content engine. Touring from Connecticut to New York City, the truck made multiple stops, serving free ice cream, engaging fans in real-world moments, and producing high-performing promotional video content along the way.
The tour culminated in a three-day flagship pop-up in SoHo, created in partnership with Spotify, where the brand’s nostalgic Americana aesthetic came to life through immersive barn-inspired design, exclusive product access, and appearances by founder Paige Lorenze. Together, the mobile tour and pop-up blurred the lines between retail, culture, and content—transforming a seasonal collection launch into a multi-market moment with lasting digital reach.
✨ The Results ✨
Greater than 2.7M+ brand owned reel impressions.
Multi-million organic impressions including influencer, community, and earned media amplification
1.7M views on ELLE Decor partnership post alone
Strong in-person engagement across tour stops and the SoHo pop-up, with long lines and continuous social capture
Ice cream truck functioned as a primary visual and content driver, extending campaign reach well beyond the physical events
Founder Paige Lorenze Interview for Elle Decor at Soho Pop-Up
Soho Pop-up walk through
