When a four-year-old Wisconsin boy dialed 911 to report his mother for “stealing” his ice cream, the internet had a field day. The story quickly went viral, making headlines across major news outlets. Now, Tillamook and its agency Leo Chicago have turned the adorable moment into a clever, real-time marketing campaign that’s as sweet as the brand’s famous ice cream.
Enter the Tillamook Meltdown Line—a special hotline designed for those who’ve fallen victim to ice cream theft. Whether it’s a sneaky sibling, a roommate with no boundaries, or a parent who “just needed a little taste,” Tillamook is making things right with free replacement tubs for ice cream lovers who call in.
“As soon as we saw this story hit the news, we knew it was a perfect opportunity for Tillamook to engage with fellow ice cream lovers in a fun and relevant way,” said Dean Paradise, Executive Creative Director at Leo Chicago. “While this particular case involved a child and his mom, the experience of ice cream disappearing from the freezer is something everyone can relate to. We saw the perfect chance to jump in and turn the moment into a playful brand activation.”
The campaign came together at record speed. The same day the story surfaced, Leo Chicago flagged the opportunity to Tillamook, collaborated with PR agency Allison Worldwide, and secured approvals to launch the hotline. Starting Tuesday, March 18, ice cream lovers can call (833) MLT-DOWN to claim a free tub—while supplies last.
With the Meltdown Line, Tillamook is proving that the best brands don’t just sell products—they tap into real moments, connect with consumers, and, in this case, deliver a little frozen justice. But act fast: just like ice cream on a hot day, these sweet rewards won’t last forever.
CREDITS:
BRAND: Tillamook
AGENCY: Leo Chicago
- Executive Creative Director: Dean Paradise
- Creative Director, SVP: Jeff Candido
- Creative Director, EVP: Sarah Block
- Associate Creative Directors: Maicon Silveira, Marlus Lau
- Strategy Director: Katelyn Saks
- Account Director: Rachel Lui
PR Agency: Allison Worldwide
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