Baskin-Robbins and 22Squared reintroduce the iconic Turkey Cake

Baskin-Robbins is introducing a new commercial to promote its seasonal, holiday-themed ice cream cakes as part of its ongoing campaign, Seize the Yay.

The latest work on their iconic Turkey Cake was created in collaboration with the ice cream brand’s agency of record, 22Squared.

The :15 spot reintroduces this year’s cult-classic Turkey Cake, staying true to relatable, authentic scenarios that encourage consumers to celebrate any moment, both big and small. Baskin-Robbins in partnership with 22Squared will also create social-first content to promote the Turkey Cakes across Baskin-Robbins’ owned channels, Meta, Snapchat and TikTok.

While there are so many dessert offerings during the holiday season, Baskin-Robbins is the premiere source that offers unique and customisable ice cream cakes that fit with every occasion.

Baskin Robbins – Turkey Cake

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Agency 22squared/Atlanta
Production Company Yacht Club
Director Jake Ladehoff

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Credits

powered by

Agency 22squared/Atlanta
Production Company Yacht Club
Director Jake Ladehoff
Executive Producer Joe DePasquale
Music Racket Club Music
Group Creative Director Rocio Alvarado
Executive Producer Sarah Spitz
Associate Creative Director Kevin Breen

Senior Art Director Ryan Bailey

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This year, the cult-classic Turkey Cake returns for another Thanksgiving appearance. The cake is decorated with iconic sugar cone legs and covered in caramel praline glaze, Baskin-Robbins’ take on a roasted turkey is made to look like it’s fresh out of the oven but filled with any flavour of delicious ice cream you’d like.

“We rarely see full advertising for specific cakes, let alone ice cream cakes, but with this work we wanted to raise awareness of new traditions that a holiday-themed Baskin-Robbins cake creates. Many people are looking to find new forms of connections around the holidays, and with this campaign we want to show Baskin-Robbins’ role in creating those connections and helping guests enjoy those small “Seize the Yay” moments" said Rocio Alvarado, Group Creative Director, 22Squared

“We’re looking to create new traditions with our holiday ice cream cakes this year. Through these campaigns, we showcase real-life holiday moments with our cakes at the center of the action. Capturing the authenticity of these holiday scenes is important for us to demonstrate how seamlessly our cakes fit into everyone's plans this year, no matter how guests choose to celebrate." adds Jerid Grandinetti, Baskin-Robbins, Vice President, Marketing & R&D.