Raleigh Green Inc. was retained by New York State’s oldest family owned dairy, Boice Bros. Dairy, to help them celebrate their 100th birthday with a unique event. The client wanted to accomplish two things in addition to recognizing their business’ anniversary: to create the world’s longest ice cream sundae, and to make the event a fundraiser. With those ideas in mind, RGI was asked to plan, organize, develop and promote a special community-wide celebration.
The event was an opportunity for the client to ‘refresh’ its brand image. Although well known in the Hudson Valley where their products are sold, Boice Bros Dairy had done little in the way of traditional advertising in over a dozen years, and required some brand message enhancements including a company website, refined logo (with ‘Celebrating 100 Years’ added), tagline (‘Still Fresh After 100 Years’), and event title: Across the Generations (reflective of the 4 generations of family carrying on the legacy of the company).
RGI recommended July 20th (National Ice Cream Day) to hold the event, and suggested the Rondout neighborhood in Kingston (the home of Boice Bros Dairy) to hold the event, which has a long and attractive waterfront promenade that is almost a mile in length. Entertainment (several bands, jugglers and clowns, face painters, impersonators, etc), media buys, radio interviews, press releases, acquisition of permits, security, and more were managed by RGI. In addition, RGI scouted various non-profit organizations to be the beneficiary of the event, eventually recommending the creation and funding of a brand new educational program, co-managed by the Hudson River Maritime Museum and Clearwater Organization, called the Hudson River Steward Program. The program will have all of Kingston’s fourth-graders visit the museum and Clearwater sloop and learn about the Hudson River and its importance to them and their community and how to be a good steward of it. Children’s visits will end by being given a certificate proclaiming them honorary Hudson River Stewards, and a chocolate milk from Boice Bros Dairy.
The event was a resounding success with over 5,000 participants (aside from 2 yearly events including 4th of July, it is the largest event in Kingston of the year), generous positive coverage in the local and regional media of Boice Bros Dairy, diversity of business and resident collaboration and participation, and achievement of a new world record (1,606 feet, besting the old record by 300 feet).