Identity Recognized by 2025 PRNEWS Platinum Awards as Finalist for Campaign of the Year

I am humbled and incredibly proud to share that Identity has been named a finalist for Campaign of the Year - CPG by the 2025 PRNEWS Platinum Awards.

One of the most prestigious and competitive awards in the public relations and communications industry, the PRNEWS Platinum Awards recognizes the best campaigns, initiatives, in-house teams and agencies that represent the highest level of performance and achievement. This year’s Platinum Awards honorees include many notable campaigns executed on behalf of regional, national and global companies, including GoDaddy, AstraZeneca, Instacart, Penske, Aflac, GrubHub, Hasbro, Nissan and more. We are truly recognized among the best of the best.

Identity is a multiple-time PRNEWS Platinum Awards honoree, earning recognition in the categories of Best PR Stunt, Best Rebranding/Respositioning, Best Media Event, Best Conference Marketing/PR Campaign, Campaign of the Year and Agency of the Year. In 2022, the agency was awarded the event’s highest honor by winning Crisis Management Campaign of the Year, a moment of recognition I won’t forget.

Long-time Identity client partner Hudsonville Ice Cream aimed to launch its new SuperScoop bars in summer 2024 with a bold objective: make the brand and its unique bar product hypervisible across the Midwest and its expanding retail footprint. The visibility and marketing results were astounding.

Rooted in Hudsonville’s nearly 100-year legacy of creating everyday premium ice cream, the campaign was designed to reach Millennial grocery-shopping moms while also appealing to broader family audiences in Michigan and key Midwest markets. Leveraging market research on consumer behavior, local events and regional nuances, the strategy combined media pitching, experiential activations, influencer and radio partnerships, social content and paid media to build awareness, encourage trial and create moments of genuine happiness around the new product.

The Summer of SuperScoop campaign activated across multiple touchpoints, beginning with a NFL Draft pop-up and carrying through to September with the “Super Summer Happiness Tour,” which brought 16 live events to major cities. These efforts were amplified with nearly 50 earned media placements reaching a potential audience of 15.9 million, 42 influencer partnerships reaching 432,000 people with strong engagement and radio endorsements extending reach to more than 600,000 additional consumers. More than 5,000 bars were sampled through giveaways and pop-ups, creating tangible brand experiences that complemented online engagement.

Together, these efforts not only positioned Hudsonville as a category leader in novelty sales during peak summer weeks—solidifying the SuperScoop launch as a sweet success.

In the world of consumer product marketing, the agency that sits idle is the one likely to wallow in last place. New ideas, energy and creativity are the lifeblood of successful campaigns, and I’m extremely proud of our team’s collective effort. They are willing to present big strategic plans, and remain confident in their ability to execute on everything from in-market consumer activations to high-impact digital awareness campaigns.

Our team is pumped to be recognized amongst the industry’s brightest and best in New York this October. We’re proud to be a part of this group of our esteemed peers—and be based in Michigan, bringing elevated performance to our state and region.