My/Mochi launches Joyfully Chill, its first major national campaign in five years, created by independent agency Terri & Sandy in the United States in January
ARCHIVEMy/Mochi Goes National With Joyfully Chill in 2025
My/Mochi launched Joyfully Chill in January 2025, a national content, digital, and integrated campaign created by independent agency Terri & Sandy, positioning mochi ice cream as a perfectly-sized, gluten-free indulgence designed to deliver moments of calm and pleasure amid everyday stress across the United States.
The campaign marks My/Mochi's first significant marketing effort in five years, as reported by Little Black Book and corroborated by adsoftheworld.com. That five-year absence makes the 2025 reentry a decisive statement: the brand is reclaiming visibility in a confectionery and frozen snacks category that has grown considerably more competitive since its last major push. Joyfully Chill does not attempt to reintroduce the product from scratch. Instead, it anchors the brand to a consumer emotional state — the desire to decompress — and presents My/Mochi's pillowy bites of premium ice cream wrapped in sweet dough as the practical, low-guilt vehicle for that relief.
Two principal spots anchor the campaign, according to lbbonline.com: "New math or new snack?" and "All moms can be Joyfully Chill." Each executes a comedic scenario in which the product provides a reset. The campaign runs across 30-second and 15-second television spots, local broadcast placements, and social platforms including Meta, TikTok, and YouTube, giving it genuine cross-channel reach inside the United States. The creative leads with a simple, resonant consumer promise: 70 calories per piece, naturally gluten free, and available at grocery retail nationwide or through a flavor locator at the brand's website. Strawberry, Mango, and Cookies and Cream are among the flavors featured. Clapboard's proprietary archive has assigned the campaign a creative score of 63 out of 100, reflecting a competent and strategically coherent execution that nonetheless leaves room for deeper creative distinction within the snacks category.
My/Mochi positions itself as the category leader in mochi ice cream and a leading brand within frozen novelties, as reported by lbbonline.com. That leadership position is not static. The brand shifted its positioning in direct response to an increasingly competitive market, according to the same source, making the strategic rationale behind Joyfully Chill more than a creative preference — it is a defensive and offensive move executed simultaneously inside the United States.
Brigette Wolf, who joined My/Mochi as Chief Marketing Officer in 2023, identified joy as the key consumer priority shaping the campaign's strategic core, per lbbonline.com. The insight is grounded in a real consumer tension: people want indulgence but are increasingly conscious of portion size, calorie count, and dietary needs. My/Mochi's 70-calorie, gluten-free format resolves that tension without demanding sacrifice. The campaign frames this resolution not as a compromise but as a genuinely pleasurable experience — hence the "Joyfully Chill" construct rather than a functional health claim.
The competitive landscape in the United States frozen novelty and mochi segment includes brands such as Bubbies and Little Moons, both of which have built distinct identities around premium positioning and ingredient transparency, according to growthmarketreports.com. Against these rivals, My/Mochi's strategy of pairing emotional resonance with accessible nutrition facts gives it a differentiated angle that neither leans purely into wellness nor purely into indulgence. The global mochi ice cream market is estimated to be growing at between seven and nine percent annually, according to sphericalinsights.com, suggesting the United States is a market where category growth and brand-specific share gains are both achievable goals for a campaign of this scale and ambition.
Terri & Sandy served as the lead creative and strategic agency on Joyfully Chill. The independent agency was appointed My/Mochi's agency of record in summer 2024, as reported by lbbonline.com, giving the team approximately six to nine months to develop the campaign before its January 2025 launch in the United States. That compressed timeline produced a campaign built around a clear tonal decision: comedy as the primary register for communicating calm.
Director Nalle Sjöblad, described by lbbonline.com as a comedic filmmaker, helmed the two principal spots. Sjöblad's work brings a light, observational quality to the scenarios — a sensibility that suits a brand asking consumers to pause, reach for something small and delicious, and reset. The comedic approach sidesteps the earnest wellness advertising that has become a reflex in the snacks category, opting instead for warmth and relatability over aspiration.
Creative leadership at Terri & Sandy rested with co-founder and co-CEO Sandy Greenberg alongside Todd Condie, Group Creative Director, and Mike Cicale, who also served as creative director on the project, as noted by lbbonline.com and News Designrush. The collaboration between Greenberg's strategic voice and Condie and Cicale's creative direction produced a campaign with a consistent comic rhythm across both hero spots. "New math or new snack?" plays with the brand's 70-calorie proposition through a classroom conceit, while "All moms can be Joyfully Chill" grounds the product in a recognisable domestic scenario. Together, the two spots give the campaign tonal range without sacrificing coherence. The integrated media mix — spanning broadcast television, Meta, TikTok, and YouTube — was designed to extend that voice across the digital environments where the confectionery and snacks conversation most actively lives in the United States.
ARCHIVENo verified performance data for Joyfully Chill is publicly available. No sales lift figures, brand awareness uplift, ROAS, trial rates, or repeat purchase metrics have been reported by My/Mochi, Terri & Sandy, or any third-party measurement body. The campaign has not been recognised by Cannes Lions, the Effie Awards, The One Show, D&AD, the Clio Awards, the Webby Awards, or WARC at the time of publication.
Clapboard's proprietary creative scoring places Joyfully Chill at 63 out of 100. That score reflects a campaign that executes its strategic brief with clarity and tonal consistency but does not break new creative ground within the broader food, confectionery, or snacks category. The comedic approach is well-suited to the brand's positioning and the two-spot structure provides useful range, yet the execution remains within established conventions for product-as-emotional-relief advertising.
Structurally, the campaign's strengths are legible. A five-year absence from national advertising in the United States means that any coherent, well-distributed campaign generates incremental brand salience by default. The cross-channel deployment — broadcast television, local placements, Meta, TikTok, and YouTube — maximises the probability of reaching both loyal mochi consumers and lapsed or unconverted snack buyers. The gluten-free and 70-calorie message, embedded naturally rather than foregrounded as a health claim, addresses a documented consumer demand for mindful indulgence without alienating buyers who are simply looking for a premium frozen treat. In a confectionery and snacks environment where brand re-entry after a prolonged silence is always a risk, Joyfully Chill presents a structurally sound platform for My/Mochi to rebuild and extend its national presence across the United States.
Joyfully Chill is My/Mochi's national advertising campaign launched in January 2025 in the United States. Created by independent agency Terri & Sandy, it positions mochi ice cream as a gluten-free, 70-calorie-per-piece indulgence designed to deliver moments of calm and joy. The campaign runs across television, Meta, TikTok, and YouTube.
Terri & Sandy created Joyfully Chill for My/Mochi. The independent agency was appointed My/Mochi's creative and strategic agency of record in summer 2024, as reported by lbbonline.com, roughly six to nine months before the campaign's January 2025 launch. Co-founder Sandy Greenberg and Group Creative Director Todd Condie led the creative work.
Nalle Sjöblad directed the Joyfully Chill television spots for My/Mochi. Described by lbbonline.com as a comedic filmmaker, Sjöblad helmed both principal spots — "New math or new snack?" and "All moms can be Joyfully Chill" — bringing an observational, light-touch comedy style to the brand's 2025 United States campaign.
Joyfully Chill is My/Mochi's first major national marketing campaign in five years, as reported by lbbonline.com. The 2025 launch in the United States represents a strategic reentry into an increasingly competitive mochi ice cream and frozen novelty market, with the brand anchoring its return around a consumer insight centred on joy, identified as a key priority by CMO Brigette Wolf.
My/Mochi's Joyfully Chill campaign highlights two primary product claims: 70 calories per piece and a naturally gluten-free formulation. The campaign presents these attributes as enablers of mindful indulgence rather than health directives, positioning the mochi ice cream bites as a guilt-free premium snack available at grocery retailers across the United States.
Clapboard's proprietary creative archive assigned Joyfully Chill a score of 63 out of 100. This score reflects a strategically coherent and tonally consistent campaign that executes its brief effectively within the United States confectionery and snacks category, while remaining within established creative conventions for product-as-emotional-relief advertising in the food industry.
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