Chapman’s is teaming up with consumer review site ChickAdvisor to spread the word about its new high end line.

On the heels of overhauling its packaging, Chapman’s is launching into the “super premium” ice cream space with listings in large grocers and the majority of independent stores starting in March.

Canada’s largest independent ice cream manufacturer, says its Super Premium Plus is the the first allergy-friendly luxury ice cream in the world. The product line, including Vanilla Trilogy, Chocolate Lover, Cold Brew Coffee and The Only Strawberry flavours, will be made with 100% Canadian dairy.

“We’ve never had products in the high-end segment and now is the time to do it,” says Lesya Chapman, marketing manager of Chapman’s. “We took some of the traditional flavours and reinvented them to impress your taste buds, and then we added unexpected twists.”

There is no point-of-sale aspect to the launch. According to Chapman, the brand always carefully evaluates the ROI of every initiative and only uses tactics that are most successful and for the brand, and point-of-sale is not one them.

Instead, to get the message out, it is doing a collaboration with ChickAdvisor – one of the largest consumer hubs in Canada. “We will do a product trial campaign with their subscribers, which will give us great insight on how the products will do in the marketplace,” Chapman says. “Later in the year we will be pushing out product-specific print-at-home coupons, as well as a few other fun things.”

Timing wise, Canadians consume the most ice cream in the winter compared to any other country, Chapman explains. However, every retailer has a time table for product to hit shelves.

Chapman tells strategy the brand is opting for the smaller format tubs rather than the 2L it’s best known for, as it is going after a different demographic, with the direct competitors being Haagan Daz and Ben & Jerry’s.

As a part of Chapman’s commitment to a better-for-the-planet ethos, its Super Premium Plus packaging is made from sustainably sourced paper and is fully recyclable. The design agency is Ukraine’s 360 Branding, whose owner, Elena Fedorenko, is a war refugee and who reached out via LinkedIn. The Cold Brew flavour is made with coffee from Birch Bark Coffee Co., an Indigenous-owned business, in the first co-branded product ever launched by Chapman’s.

“This collaboration will see a portion of the proceeds donated to clean drinking water initiatives for Indigenous homes across Canada,” Chapman says.