How Valio Turned Ice Cream into Hotel Nights – And Sold Out in 24 Hours

To boost awareness and sales of their new ice cream brand, Valio teamed up with Klaus K Hotel and launched a bold Collect & Get campaign. With a fridge full of ice cream and everything pink, the “Sweet Suite” grand prize drove massive engagement — and was fully booked within a day.

Together with Valio in Finland, we launched a campaign where shoppers get stamps for each purchase of a Valio Jäätelöfabriikki ice cream pack. The stamps can be exchanged for pretty cool rewards like Instax cameras, audio books, films and even a hotel night in a special suite.

A partnership between Valio and the Klaus K hotel in Helsinki resulted in the Sweet Suite concept. A branded suite all in pink! The Sweet Suite comes equipped with a fridge filled with Valio ice cream.

Valio asked us to create the Collect & Get campaign in order to drive sales for this new ice cream brand. To win the exclusive free stay in the Suite, the consumers need to buy 25 jars of ice cream. After only 24 hours 100 Sweet Suite hotel nights were claimed.