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Juniper Park\TBWA Launches Spot with Neale’s Sweet N’ Nice Ice Cream To Celebrate Authentic Founder Story

March 04, 2021

Online video is the first project created through Trampoline, a program to support BIPOC-owned businesses and aspiring creatives

TORONTO; March 4, 2021 – Today Juniper Park\TBWA is announcing Trampoline, a branding incubator program for BIPOC-owned small-to-medium sized enterprises (SMEs), combined with an accelerator mentorship program for aspiring BIPOC creatives. The program’s first project is an online video (for local, Black-owned Caribbean ice cream company, Neale’s Sweet N’ Nice Ice Cream which celebrates the company’s founder story.

Trampoline was founded in 2020 as the agency sought to help address the BIPOC equity gap that persists in society and the creative industry. The program consists of two key elements: branding and mentorship.

On a quarterly basis, the agency will provide a pro-bono branding services opportunity to a selected BIPOC-owned small-to-medium sized business, in support of their company.

On the mentorship side, the agency will offer a three-month paid internship to an aspiring BIPOC creative talent each quarter, providing them with substantive work experience and the opportunity to be mentored by some of the industry’s leading creatives. The selected individual will work on a range of creative assignments and accounts, as well as the Trampoline project, to ensure broad exposure. This marks an expansion of the agency’s existing internship program, which runs only during the summer months.

Juniper Park\TBWA will be working with external partners, industry experts, and educational institutions to identify SMEs to support and students to join the agency for a three-month paid internship. Two interns are set to join from OCAD and The Miami Ad School respectively for Q2 & Q3, 2021, while an intern from Ryerson University joined in Q1.

“Diversity, equity, and inclusion is not about intentions or promises, but meaningful action. Trampoline is how Juniper Park\TBWA is acting to support BIPOC-owned companies and BIPOC new creative talents as we continue to push forth with our collective goal of reducing the equity gap,” says David Toto, President of Juniper Park\TBWA.

The agency encourages interested businesses or students to submit a request or application for consideration at any time by reaching out via email to contact@jptbwa.com.

Celebrating an Authentic Family Story

Through Trampoline, Neale’s Sweet N’ Nice Ice Cream is celebrating the company’s founder, Charles A. Neale, who is the inspiration behind the Canadian-owned, Caribbean ice cream company started by his daughter and her nephews. In the 1940s, Neale began selling his ice cream by bicycle along the streets of southern Trinidad to help put his 12 kids through school.

The online video teases at new branding and packaging created by Le Parc, which will be rolled out later this year.

“We’re thrilled to showcase the Neale’s Sweet N’ Nice Ice Cream story and our grandad’s legacy through the video created through Juniper Park/TBWA’s Trampoline initiative, which honours our Caribbean roots and allows for greater opportunity among Black-owned businesses to showcase their stories,” says Andrew McBarnett, Co-founder and CEO, Neale’s Sweet N’ Nice Ice Cream. “We’re looking forward to continuing working with the team at Juniper Park/TBWA and Le Parc this year as we introduce our updated packaging to Canadians from coast to coast.”

In the satirical video, Neale’s Sweet N’ Nice Ice Cream focuses on the true founder story behind the brand in place of a manufactured founder story, in this case a fictional cat food company, Nelly’s. In order for the juxtaposition to be palpable, this is pushed further through the setting. The basic casting session, set in a mundane studio, is followed by a bright pop, using elements of the new branding. The ad concludes: “Real Caribbean flavour, real founder.”

The new packaging will feature a portrait of Charles A. Neale through hand-drawn illustrations and continue to use bright colours to represent the brand’s history.

With this campaign, Neale’s Sweet N’ Nice Ice Cream is calling on #BlackOwnedBusinesses to share their authentic founder stories on social media using the hashtag. You can watch the video here.

About Juniper Park\TBWA

Juniper Park\TBWA (juniperparktbwa.com) is The Disruption? Company: the cultural engine for 21st century business. A global, award-winning agency located in Toronto, Juniper Park\TBWA uses Disruption? methodologies to develop business-changing ideas for brands. The 130+ team of world-class creators and thinkers serves clients across North America, including CIBC, Nissan, PepsiCo, GoDaddy, Intuit, among others. It is part of TBWA Worldwide (tbwa.com), named as one of the World’s Most Innovative Companies by Fast Company, and to Ad Age’s Agency A-List in both 2019 and 2020. Follow us on Instagram, LinkedIn, and Twitter, or like us on Facebook for the latest updates from the Park.

About Neale’s Sweet N’ Nice Ice Cream

Charles Alfred Neale developed Neale’s Sweet N Nice Ice Cream recipes in the 1940s, mixing in the local and tropical flavours of the island together to capture the full flavour of the Caribbean. For 40 years, Neale could be seen delivering his popular ice cream by bicycle across Southern Trinidad, calling out 'Sweet N' Nice... come get your Sweet N' Nice..." With the success of the business, he was able to put his 12 kids through school. Today, Neale’s Sweet N’ Nice Ice Cream is a Canadian company, launched by the daughter and grandkids of Charles Neale to bring the premium ice cream recipes back to life. Made with 100% Canadian dairy, Sweet N' Nice ice cream is available in six fun Caribbean-inspired flavours: Coconut, Rum and Raisin, Pineapple Coconut, Guava Passionfruit, Mango and Banana Chocolate. Neale’s Sweet N’ Nice Ice Cream can be found at major retailers across Canada. For more information, visit sweetnnice.ca.

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