Ritter's Frozen Custard

Ritter's Frozen Custard had an impeccable product, strong reputation, and a loyal customer base. A thorough rebrand effort offered a fresh take on a legendary story. However, as a franchised brand, customer service and messaging varied, and franchise owners were slow to adopt the new look and tone. To create a strong voice in the market and position the company for purchase, they needed everyone on the same page.

​

The solution was to put tools into the hands of franchisees, providing a sense ownership, control, and flexibility without going off brand. Creating a robust advertising reference catalog with physical and web access offered a streamlined approach to order new materials with clearly set templates, guides, costs, and turn times. Intentional and thoughtful communication with franchise owners fostered trusted partnerships and a renewed sense of internal brand loyalty.

​

The success was overwhelming. Every franchise adopted the program and 90% of franchise-produced materials were on brand with the full backing of franchise owners. The end result was the successful sale of the business and a long-lasting, legendary brand.

​

Agency: Pearson Partners