System1 ranks top-performing ice cream ads

System1 said the results support findings from its The Creative Dividend research with Effie

System1's latest creative effectiveness data shows that ice cream brands with established creative assets are delivering the strongest advertising performance, with Cornetto and Ben & Jerry's leading its rankings for summer 2026.

The findings come after the UK's warmest May and June since records began and highlight the role of consistent brand-building in driving advertising effectiveness across the category.

Cornetto and Ben & Jerry's top rankings

According to System1, all of the highest-scoring ice cream campaigns outperformed the category's 2025 average score of 4.3 Stars. The current rankings are:

Cornetto – 5.9 Stars
Ben & Jerry's – 5.7 Stars
Solero – 5.7 Stars
Nutella (10-second ad) – 5.2 Stars
Nutella (20-second ad) – 4.6 Stars

System1 said the results support findings from its The Creative Dividend research with Effie, which argues that emotional engagement, creative consistency and distinctive brand assets contribute to long-term brand growth.

Nutella enters category with distinctive branding

The research also highlights Nutella's entry into the ice cream category. System1 reported that the brand achieved 91 percent fluency with its 10-second advertisement by combining familiar category cues with visual assets associated with the Nutella brand.

Consistency drives creative effectiveness

Andrew Tindall, Chief Growth Officer – Advertising, System1: "The story behind this leaderboard is simple: consistency works. Every brand in the top rankings outperformed the category average, and every one of them leaned into distinctive assets they've spent years building.

"In ice cream, where almost every brand is selling joy, indulgence and sunshine, standing out is incredibly difficult, and these foundations are no longer a source of advantage alone; they are a necessity.

"The winners aren't the brands shouting the loudest; they're the brands people recognise instantly. That's the magic of consistency. It compounds over time, turning creative assets into commercial assets. It's wonderful to see brands with the confidence to understand their category, stay true to themselves and shine like the sun in a sea of stars."

www.system1group.com

Follow Marketing Report on LinkedIn