Sometimes, we think about agencies that produce social media content for clients in other industries, and frankly, we feel sorry for them. Sure, they get to think creatively about how to make their clients look good, but it just can’t be as much fun as the restaurant social media and marketing accounts we work on.

Social media content creation for Handel’s Ice Cream is like being a kid in a candy shop. First, they hand you a bucket of tiny spoons so you can try every flavor you want (hello Chocolate Peanut Butter Brownie!). Then you go in the back where the magic happens. Handel’s makes every flavor in store, and once we saw the process, we knew it had to be a key part of our social content strategy! The ice cream makers at Handel’s add the mix-ins by hand, sprinkling cookie pieces and rippling sauces, and placing cherries one-by-one in even layers, so every scoop is filled with flavor.

Somehow, this iconic ice cream brand from Ohio had never thought to show the craft that goes into every scoop, but we’ve made it a core part of our social media content strategy. Just like our million view posts for Marie Callender’s, going #BehindTheScoop supports Handel’s overall quality message, and it’s working!

People love to see the hand craft behind their favorite flavors –  since we took over their social media content creation at the beginning of the year, engagements are up 250%, followers are up by more than 1K/month on both Instagram and Facebook, and our most popular reels have ten times the reach of their most popular posts previously. We’ll scream for that ice cream!