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We talk about brands a lot on Marketing Trends. From the relationship consumers have with their favorite companies, to the marketing strategies behind what makes them thrive. But while we spend all this time talking about brands, we don’t often talk about parent companies or the challenges they face when marketing a portfolio of multiple brands, each of which serves a very different demographic. Casper’s Ice Cream is one of those companies. Casper’s has outgrown the safety net of its beloved FatBoy ice cream sandwiches and now oversees three very distinct brands and products. What Casper’s had known and done for so long with FatBoy wouldn’t necessarily work with its broader product portfolio, so something had to change. 

“When the opportunity came to launch those good-for-you products, it really was a real shift in mindset. We’d always kind of sat around and we were the consumers of our products, so we knew what the consumers wanted because we were that consumer. Trying to train ourselves and bring in experts on what the consumers of these other brands wanted was really us relearning everything we thought we knew. ”

Keith Lawes is the EVP and Corporate Secretary at Casper’s Ice Cream, a family-owned and operated company producing FatBoy Ice Cream Sandwiches, Jolly Llama, and Churnbaby Ice Cream. On this episode of Marketing Trends, Keith provides the scoop on how Casper’s utilizes influencer marketing strategies to push its brands to various target audiences, and he explains why the company continues to lean into national advertising to grow the business. Enjoy!

Main Takeaways:

  • Can You be Influenced: Brands are trying to find real and engaging ways to connect with their audience and one of the ways they are doing so is through influencer marketing. Using influencers does more than just push your message out, it creates a much more organic way to grow your brand’s awareness among the audience that means the most to you. to create your content is an organic strategy to grow your brand’s awareness.
  • The Power of Sponsorships: Sponsorships have many benefits. The first is that they act as a key way to get your brand in front of consumers that might not be familiar with your product. Additionally, sponsorships offer a strategy for cementing the power and presence of your brand within the marketplace by showcasing your brand’s bona fides with an already trusted source.
  • Getting to Know Your Brand: When you acquire a new brand, it’s important to understand the consumer base that product is targeting and why those consumers gravitate toward that product in the first place. Don’t just push your tried and true marketing strategies based on what has worked in the past. Make sure you are consistently gauging the market and learning why your consumers are choosing certain products.

Key Quotes:

“Sometimes there’s a perception of how big or how small you are as a brand or a company. I think that sponsorships, having that national spotlight, really elevates that perception to the consumer and the market to let them know that you are a player in the market and are here to stay.”

“Influences are a major portion of what we do, and our marketing team manages 300 to 400 different influencers, and micro influencers. We use [influencers] to send out the messaging that we have. We also use them to create a lot of the content that we use across all of our different platforms. So we’re able to leverage those relationships, and picking the right ones that mirror your values is extremely important to our marketing program.”

“As we make posts, are we gaining more followers, are there people responding to the posts we’re making? With all the different metrics available through social media, you can really track the engagement that you have on your social channels.”

“We really tried to remind people of the times they had enjoyed together with our products. We kept trying to push to that saying, ‘Hey, remember, FatBoy? Give us a try and bring back those memories of the times you had.’ Moving forward, it’s, ‘Remember FatBoy for those parties when we’re finally able to get back together again and bring us back to the table.’”


Keith Lawes is the CMO of Casper’s Ice Cream, where he has held three different positions with the company, including Finance manager, Controller/Corporate Secretary and Vice President of Corp Secretary. Prior to working with Casper’s Ice Cream, he worked for one of their individual brands as CFO for Fatboy Sales and Marketing. In total, Keith has worked with Casper’s Ice Cream for the last 15 years of his marketing career.

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To read an unedited, automatically-generated transcript of this interview, click here.

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