5 lessons on activating celebrity superfans

Ice cream company Carvel created an uplifting moment and helped one of its best-known fans celebrate an important birthday.

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Activating celeb superfans

For brands looking to grab bigger audiences, a celebrity partnership can often be the prefect play.

But what if a celebrity is already a fan?

That’s the fortunate position Carvel found itself in with Kelly Ripa, co-host of the syndicated talk show “Live with Kelly and Ryan.” Ripa has shared her love for the company’s “Fudgie the Whale” cakes on air before, so the brand knew that it had an opportunity to score a big media hit with Ripa.

The team decided to surprise the host on-air for her birthday:

“Kelly Ripa is amongst our most famous Fudgie the Whale fans,” says Marissa Sharpless, director of public relations, specialty brands at Focus Brands. “She actively shares about Carvel with much passion on her morning show and on social media, so we know she has a known tradition of celebrating no matter the occasion with Fudgie and Carvel. In planning for 2020, we knew this year featured a momentous birthday for her, and we had to find a way to play a part in the celebration.”

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