Blue Bunny Ice Cream's HQ Comes to Life in Twist Cone Spots

Blue Bunny exists to defend and champion fun, every day. A new purpose-based campaign from Observatory inserts us into the bunny-sized world of the Blue Bunny corporate headquarters reminiscent of the movie Being John Malkovich.

‘We Make Fun’ is Observatory’s first campaign as AOR for Blue Bunny and is accompanied by work from parent company Stagwell across multiple brands of Blue Bunny owner, Wells Enterprises. In the campaign, humans are touring the Blue Bunny headquarters — an office naturally run by bunnies, who patiently tolerate their eager visitors’ antics. 

The campaign's series of 30- and 15-second spots include ‘Office Tour,’ where one visitor is so excited by the new Twist Cones that he stands up straight — and punches a hole through the ceiling with his head, only to find a second-level office floor filled with actual rabbits working diligently at their cubicles. 

"We thought it would be fun to shift the perspective from human scale to a bunny's eye view in the campaign, to set apart the brand and call attention to the joy we take from Blue Bunny products," said Linda Knight, chief creative officer at Observatory. 

The campaign breaks this week and includes TV, digital, social and internet radio. 

“As a purpose-led brand, our objective was to develop a disruptive and ownable campaign that defends and champions fun the way only Blue Bunny can.  And what better way to do so than celebrating where and how Blue Bunny’s frozen treats are made by our very own bunnies, with our charismatic CEO, Blu, at the helm.  It’s impossible not to have fun when visiting the Blue Bunny headquarters just like it’s impossible not to have fun when enjoying Blue Bunny frozen treats!” said Jeremy Hrynewycz, brand marketing director at Wells Enterprises.