Fireflies

In partnership with VML, the 150-year-old ice cream brand, unveils their first new campaign in four years, "Fireflies," a heartwarming narrative celebrating the essence of special moments—rooted in everyday simplicity.

For 150 years, Breyers has reminded us where genuine joy comes from. Our new campaign reminds us of the simple recipe for happy memories in the small moments. It's a good parallel to the short list of high-quality ingredients found in our ice cream.

Shane Kolpon

Associate Director for Breyers

Breyers aimed to reignite the essence of joy and cherished moments tied to its brand, connecting with audiences through relatable stories. The challenge lay in crafting narratives that authentically resonated with consumers' emotions while spotlighting Breyers' commitment to quality ingredients.

Capturing the magic in life's simplest moments, akin to the pure, natural ingredients found in Breyers ice cream. The team drew from the nostalgic warmth of childhood memories, focusing on elements like family, laughter, and shared experiences under starlit skies.

Encapsulating the magic of a mother and child's nighttime encounter with fireflies, mirroring the purity of Breyers' All-Natural Vanilla ingredients. The parallel narrative highlights how the best moments, like the finest ice cream, start with simplicity and genuine connections.

The execution of the campaign, filmed in one continuous shot with a first-person POV, invites viewers into the intimate experience. Launching across various platforms, including print, social media, and digital channels, the campaign emphasizes Breyers' timeless appeal and dedication to crafting unforgettable moments.

This campaign connects real moments in life with Breyers simple, wholesome ingredients. Out of all the vacations, parties, and sporting events in a lifetime, a quiet summer night staying up past bedtime eating ice cream with your mom can be the sweetest memory of all.