VaynerMedia Canada secures Magnum Ice Cream brief

VaynerMedia Canada has been appointed as the social creative and production agency of record for The Magnum Ice Cream Company, marking the company’s first dedicated social agency partnership.

The appointment supports The Magnum Ice Cream Company’s next phase as a standalone business, with VaynerMedia Canada tasked with leading social strategy, creative and production across the portfolio.

Agency brief centres on culture-led social strategy

As social agency of record, VaynerMedia Canada will work to broaden the role of the company’s brands beyond frozen desserts and into everyday snacking occasions. The remit covers brands including Magnum, Ben & Jerry’s and Breyers, with a focus on placing them within cultural conversation through a consumer-led social approach.

The agency will oversee the development of social-first content designed to increase relevance across platforms where food, entertainment and lifestyle trends intersect.

Client positions partnership as shift to social-first thinking

Gina Kiroff, country general manager, The Magnum Ice Cream Company: "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. 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."

VaynerMedia Canada outlines category ambition

Jessey Finizio, country manager, VaynerMedia Canada: "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. Leveraging our modern operating model to create a culturally relevant platform will transform the brand’s narratives into real market impact."

The agency said the work reflects its broader approach to combining cultural insight, platform-native creative and ongoing content production.

Social content rollout underway

The partnership has launched with a series of social content pieces running on Instagram and TikTok under the handle @IceCreamIsASnack. The channels will feature weekly content drops from brands across The Magnum Ice Cream Company portfolio, positioning ice cream as a regular snacking choice rather than a seasonal or occasion-based treat.

VaynerMedia Canada will continue to develop and manage the channel as part of its ongoing social and production remit.

www.vaynermedia.com

www.magnumicecream.com

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