My/Mochi Ice Cream Helps the World Be a Bit More Chill

My/Mochi, the original and world’s largest producer of mochi ice cream, is launching its first major marketing campaign in five years. Under the leadership of chief marketing officer Brigette Wolf, who joined the company in 2023, the brand has undergone a transition to deliver bite-sized joy even in stressful moments.

At the centre of the new 'Joyfully Chill' campaign is debut creative from Terri & Sandy, who was named My/Mochi’s creative and strategic agency of record last summer. The 30 and 15 second spots, directed by comedic filmmaker Nalle Sjöblad, are humorous takes on relatable parenting struggles such as ‘new math’ and first-time motherhood.  My/Mochi ice cream becomes the hero in these situations as an easy, delicious and fun way to stay 'joyfully chill.' 

The campaign will run through a mix of local broadcast buys and a national presence across digital and social platforms including Meta, TikTok, and YouTube. It will also include podcast and out of home media, as well as public relations and influencer marketing to support new innovations and collaborations.

Brigette says the campaign going into 2025 reflects the deep insight work done to elevate consumers’ perception and consideration of the brand when making a snack choice.

“My/Mochi has had the fortune of leading the mochi ice cream category and sitting at the top of frozen novelties for years, but as the market became increasingly competitive we needed to shift how the brand shows up with consumers and in culture,” said Brigette Wolf, chief marketing officer, My/Mochi. “My first priority was to understand how this unique dual-textured, portion-controlled ice cream snack could fit into people’s lives – and joy rose to the top. We brought those insights to Terri & Sandy and our other agency partners, and are really excited about the work coming out this year.”

My/Mochi is sold in over 30 countries with a portfolio of more than 20 flavours, including Mango, Strawberry and Cookie Dough, as well as non-dairy options. My/Mochi currently ranks #18 out of 200 novelty brands, and is the leading mochi ice cream brand.

“I know from personal experience that parenting can be hard. We’re constantly stressed and stretched, and sometimes all we want is a single moment of blissful calm in the chaos. And for me, that moment is My/Mochi. With that first cool, pillowy bite, stress just melts away,” said Todd Condie, group creative director, Terri & Sandy.  “Our whole campaign is built around that moment, that feeling we call “Joyfully Chill.”