The Magnum Ice Cream Company Names VaynerMedia Social Creative and Production Agency of Record

The Magnum Ice Cream Company (TMICC) has named VaynerMedia Canada its first-ever social creative and production agency of record.

The Magnum Ice Cream Company (TMICC), defining its new chapter as a standalone entity, has partnered with VaynerMedia to drive a strategic evolution: expanding the role of its portfolio from traditional frozen treats into everyday snacking staples. As the social agency of record, VaynerMedia will be deploying a consumer-led approach designed to insert iconic brands like Magnum, Ben & Jerry’s, and Breyers at the pulse of culture to drive relevancy.

"To achieve our goal of becoming a company that is truly social-first and successfully inserts ourselves in culture, we needed a partner with a proven, modern approach.” said Gina Kiroff, country GM at The Magnum Ice Cream Company. “VaynerMedia’s mastery in social media makes them an essential partner in driving brand love that defines cultural relevance. We're gearing up for a collaborative journey to ensure our brands are winning over the next generation of ice cream and snacking fans."

"This partnership is about redefining the category. We look forward to taking these iconic brands out of the freezer and into the center of culture, turning them into the everyday snacking staples,” said Jessey Finizio, country manager VaynerMedia Canada. “Leveraging our modern operating model to create a culturally relevant platform will transform the brand’s narratives into real market impact.”

The partnership kicked off with a series of content currently live on Instagram and TikTok under the new handle @IceCreamIsASnack. Ice Cream lovers across Canada can expect weekly drops of fresh creative content from popular ice cream brands under the TMICC portfolio including Magnum, Breyer's, and Ben & Jerry's, continuing to position ice cream–especially TMICC ice cream—as a go-to snack.