Scotsman Ice Systems: Luv the Nug

By identifying the “hidden in plain sight” insight that people who chew ice are passionate about what kind of ice they chew, gyro was able to deliver a platform for Scotsman Ice Systems that transcended campaign status and took on a life of its own. “Luv the Nug” gave fans of nugget ice — a uniquely chewable ice form favored by ice chewers of all stripes — a community and tools to locate, celebrate and demand “the Nug.” Not only did this effort drive preference, but it also helped Scotsman achieve a double-digit sales lift for industrial nugget ice machines.