Case Study: Lindy’s Homemade drives Italian Ice growth with Concentric

Lindy’s Homemade drives over 90% of Italian Ice growth with Concentric

Lindy's Homemade, a national Italian Ice brand, was the distant second player in a flat category. Frozen goods managers were unenthused about Italian Ice and questioned the feasibility of carrying two brands. With the help of vendor Concentric, Lindy's sought to change its perception and drive growth.

Concentric's solution was to "de-commodify" the category by introducing a compelling, story-driven brand rooted in nostalgia. The creative strategy centered on a nostalgic cart icon and new packaging that improved shelf presence and distanced Lindy's from the competition. The new box design also allowed for 33% more product to be stocked in the same shelf space. As a result of Concentric's work, grocers now regard Lindy's as a growth engine, driving over 90% of the growth in the Italian Ice subcategory.

Lindy’s Homemade