FatBoy by Casper's Ice Cream launches its first-ever national paid campaign, 'America's #1 Ice Cream Sandwich,' via TDA Boulder in summer 2025 across CTV,
FatBoy Launches Its First-Ever Paid Campaign to Claim America's Number One Ice Cream Sandwich
FatBoy Ice Cream launches its first-ever national paid advertising campaign in the United States in May 2025, debuting an integrated film and media effort titled "America's #1 Ice Cream Sandwich" created by TDA Boulder, the brand's newly appointed agency of record for parent company Casper's Ice Cream.
The campaign arrives after roughly four decades of organic growth, during which FatBoy quietly reached the number one selling ice cream sandwich position in the US market without a single dollar of paid national media, according to statements from Casper's Ice Cream CEO Russell Stokes as reported by MediaPost. That backstory becomes the campaign's central provocation. Rather than announce itself with conventional brand grandeur, FatBoy leans into comic contrast: it is not America's number one dermatologist-recommended skincare product, not America's number one smart speaker, and not America's number one engagement ring. It is, the campaign insists, the thickest, creamiest, and most unapologetically indulgent ice cream sandwich available in the United States.
The integrated campaign rolls out across connected television placements on Disney Plus, Hulu, and YouTube, alongside digital display, print including a takeover of People.com's 100 Reasons to Love America issue, Meta social platforms, and a series of comedic influencer partnerships planned to run throughout summer 2025, as documented by the brand and reported by MediaPost and Muse by Clio. The campaign carries a Clapboard Score of 66 out of 100, reflecting solid creative differentiation within the confectionery and snacks category. TDA Boulder was formally named agency of record for Casper's Ice Cream on January 29, 2025, per reporting by trade sources including shots.net, with the campaign publicly launching on May 19, 2025.
FatBoy occupies a genuinely unusual strategic position in the United States confectionery and snacks market. The brand reached category leadership through retail execution and product quality alone, without the lifestyle aspirations or health-adjacent messaging that characterise most modern ice cream marketing. That fact becomes the strategic foundation of the 2025 campaign rather than a liability to be managed.
The global ice cream sandwich market is estimated at approximately 3.8 billion US dollars in 2025 and projected to grow to around 5.4 billion dollars by 2034, representing a compound annual growth rate of roughly 4.2 percent, according to market research firm Marketintelo. Within the broader global ice cream category, valued at approximately 43.9 billion dollars in 2025 per Marketintelo, ice cream sandwiches account for an estimated 8.7 percent of total revenue. Competition in this segment in the United States is led by large multinationals: Nestlé operates as a dominant force across frozen novelty categories, while Unilever's portfolio of ice cream brands commands significant shelf presence in American grocery retail. Against these heavily resourced competitors, FatBoy's strategic choice to debut with paid advertising built around earned authenticity — the brand was already number one before it ever advertised — is a defensible and distinctive platform. As reported by MediaPost and corroborated by prnewswire.com, Russell Stokes, CEO of Casper's Ice Cream, described the brand's rise as happening "quietly," with "no paid media at all," a fact that TDA Boulder used as the campaign's most disarming creative asset. The integrated media approach, spanning CTV, lifestyle print, and social, reflects a deliberate attempt to introduce FatBoy to a national audience that may consume ice cream sandwiches regularly without ever having consciously chosen the brand.
Jeremy Seibold, Partner and Creative Director at TDA Boulder, leads the creative execution of the America's #1 Ice Cream Sandwich campaign. The governing creative idea, described by Muse by Clio as employing a "Not That, But This" structure, works by accumulating a list of number one claims FatBoy cannot make — skincare, technology, jewellery — before landing on the one it can, and doing so with straight-faced absurdist comedy. Muse by Clio, in its May 20, 2025 review, specifically praised the execution titled "I've Fallen" as "righteously ridiculous," a description that captures the tonal register TDA Boulder pursues throughout the campaign.
The production aesthetic is deliberately warm and nostalgic, designed, in Seibold's own words as quoted by Casper's Ice Cream and reported by prnewswire.com, to feel "as good as biting into an ice cream sandwich on a hot summer day." That sensibility runs counter to the high-gloss, aspirational production values that characterise premium confectionery advertising from competitors in the United States. FatBoy's campaign instead prioritises relatability and a lived-in summer feeling, with the film content distributed across CTV environments including Disney Plus and Hulu, where mid-form storytelling allows the comedic premise sufficient room to build.
The influencer component extends the campaign's comedic voice into social media, with partnerships selected for their ability to generate laughs alongside cravings rather than for aspirational lifestyle alignment, per Casper's Ice Cream's own campaign documentation cited by tdaboulder.com. The People.com print takeover, timed to the publication's 100 Reasons to Love America issue, adds a culturally specific resonance to the integrated media plan, anchoring FatBoy explicitly to American summer identity at a moment of heightened patriotic editorial context.
No independently verified campaign performance metrics for America's #1 Ice Cream Sandwich are publicly available at the time of writing, a circumstance consistent with the campaign's May 2025 launch date and its status as a debut paid effort. What the available record does confirm is meaningful trade and editorial validation. Muse by Clio published a positive review on May 20, 2025, specifically praising the campaign's creative structure and comedic tone, representing meaningful earned recognition within the advertising industry. MediaPost and Marketing Daily provided favourable trade coverage across May 16 through 20, 2025, identifying the campaign as FatBoy's first national advertising effort and framing the launch as a significant brand moment, per those publications' own reporting.
Structurally, the campaign demonstrates several characteristics associated with effective brand-building in the US confectionery and snacks category. The media mix — combining CTV on Disney Plus and Hulu with YouTube, digital, Meta, print, and influencer partnerships — provides both mass reach and targeted social amplification simultaneously. The creative platform is built on a verifiable and counterintuitive truth: FatBoy achieved number one status without advertising, which is a claim few brands in any category can make and which gives every paid impression a built-in credibility advantage. The Clapboard Score of 66 out of 100 reflects strong conceptual clarity and tonal distinctiveness, with room for growth as the campaign matures into broader consumer awareness across the United States market through the remainder of summer 2025.
FatBoy's "America's #1 Ice Cream Sandwich" is the brand's first-ever national paid advertising campaign, launched in the United States in May 2025. Created by TDA Boulder for Casper's Ice Cream, it uses comedic contrast to celebrate FatBoy's genuine number one status, running across CTV, digital, print, Meta, and influencer channels throughout summer 2025.
TDA Boulder created the FatBoy 2025 campaign. The Boulder-based agency was named agency of record for Casper's Ice Cream on January 29, 2025, per trade reporting. Jeremy Seibold, Partner and Creative Director at TDA Boulder, led the creative development and is publicly quoted in campaign materials released by Casper's Ice Cream and reported by prnewswire.com.
FatBoy holds the number one selling ice cream sandwich position in the United States. Casper's Ice Cream CEO Russell Stokes stated the brand reached that position "quietly" with no paid media, according to reporting by MediaPost. The 2025 campaign marks the first time FatBoy has actively promoted that status through national paid advertising.
The campaign ran across connected television on Disney Plus, Hulu, and YouTube, alongside digital display, Meta social platforms, comedic influencer partnerships, and a print takeover of People.com's 100 Reasons to Love America issue. All placements targeted the United States market throughout summer 2025, as documented by Casper's Ice Cream and reported by MediaPost and Muse by Clio.
The FatBoy "America's #1 Ice Cream Sandwich" campaign receives a Clapboard Score of 66 out of 100. The score reflects strong conceptual clarity and a distinctive comedic tone within the US confectionery and snacks category, with capacity for further audience impact as the campaign builds awareness across the United States through summer 2025.
FatBoy's campaign rejects aspirational lifestyle framing common to competitors like Nestlé and Unilever-backed brands in the United States. Instead, TDA Boulder built the creative around a verifiable and counterintuitive truth: FatBoy became America's number one ice cream sandwich without ever running paid advertising, a platform Muse by Clio described as "righteously ridiculous" in its May 2025 review.
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