Chang Lao's Blog

Photo from vancitybuzz.com

This post is in response to a post made by my fellow classmate, Julianna Phan.

In Phan’s post, she describes the key value proposition of Earnest Ice Cream to be their intimacy with their customers, but I believe there is so much more.

For starters, they sell gourmet ice cream that is produced only in small batches with ethically, locally sourced ingredients from Vancouver. On top of that, these flavors can range from completely vanilla to absolutely insane (ever tried spruce bud or olive oil ice cream?) and are all packaged in a homey jar. These value propositions allow them to target a wide range of customer segments such as foodies, daredevils, and many more.

Their advertising has also allowed them to be unique and expand on their customer segment. Aside from the typical grassroots advertising such as going to farmers markets, distributing to restaurants and doing marketing through social media they have also collaborated from established stores in the food industry. Earnest Ice Cream has done a collaboration of flavors with stores such as 33Acres and Matchstick Coffee. This allows them to advertise to their customer segments and provides a good source of distribution.

I believe the secret to Earnest Ice Cream’s success is their brilliant marketing strategy and, most importantly, amazing and unique ice cream.