BOICE BROS DAIRY
Brand Refresh, Event Marketing, Package Design
Raleigh Green Inc. was retained by New York State’s oldest family-owned dairy, Boice Bros. Dairy of Kingston, NY, to build a campaign around their 100th anniversary. The client requested a specific public event: creation of the world’s longest ice cream sundae. RGI leveraged the event to help the client ‘refresh’ its brand image.
RGI created branding updates and enhancements for Boice Bros. Dairy, including a company website, updated package design, revised logo and tagline (‘Still Fresh After 100 Years’), and event theme: “Across the Generations,” saluting the four generations of family that have operated the business in the past century.
RGI selected July 20th (National Ice Cream Day) to hold the event, and targeted an area that attracts both residents and tourists: the Rondout neighborhood in Kingston, NY. The mile-long waterfront promenade was the perfect setting to construct the world’s longest ice cream sundae.
RGI secured and managed entertainment (live bands, jugglers, clowns, face painters, balloon artists, and more), managed all media buys, set up radio interviews, prepared and distributed press releases, acquired local permits, coordinated security, scheduled shuttle buses, and acquired donated raffle prizes from local businesses. RGI identified and created a fundraising component to create a legacy feature for the event and company. The event’s beneficiary was a new children’s educational program called the Hudson River Stewards Program, jointly operated by non-profit organizations Hudson River Maritime Museum and Clearwater Organization.
The event was a resounding success, drawing more than 5,000 participants – making it the largest event in Kingston that year. Boice Bros. Dairy received extensive positive coverage in the local and regional media, and saw significant involvement by residents and local businesses. The event generated almost $20,000 for the non-profits. Best of all, the public event established a new world’s record for sundaes: 1,606 feet, besting the old record by 300 feet.