Bravo and Van Leeuwen Scoop Up Fan Engagement With Real Housewives Ice Cream

When it comes to drama, the Real Housewives of Salt Lake City are always going to give it to you straight, with no sugar.

But on this rare occasion, the ladies are getting sweet by rolling out a special partnership with the iconic New York ice cream chain, Van Leeuwen.

A new limited-edition flavor, “The SLC Scoop,” features salt, lavender, and caramel flavors. Its now available at 60 Van Leeuwen locations across the country.

The tie-up was orchestrated by creative agency BMF, which Bravo has previously worked with on other campaigns. Through the collab, the network aims to make a significant impact on viewership of the program, now in the middle of its 5th season, by engaging fans in a meaningful way.

“It took months to bring it to life, but we loved the idea of working with a partner like this, where we could have multiple touch points for consumers,” said Harriet Hubball, senior vice president of brand marketing and media at NBCUniversal, which owns Bravo.

In a statement, Ben Van Leeuwen, co-founder and CEO of Van Leeuwen Ice Cream, said, “We’re excited to partner with The Real Housewives of Salt Lake City to create a flavor that reflects the fun nature of the show. We can’t wait for fans to try this limited-edition ice cream that brings together ingredients as dynamic and unforgettable as the show itself!”

Immersed in Bravo’s world

To kick off the partnership, Bravo and Van Leeuwen hosted an event on Nov. 19 at the Rockefeller Center location of the ice cream shop, where guests received an exclusive first taste of the SLC Scoop.

The shop was decorated in a wintry theme and featured signs with various Housewives’ sayings that fans of the show would recognize. Cast members, including Mary Cosby, Angie Katsanevas, and Bronwyn Newport, were on site engaging with guests and serving up the new flavor.

“We’re so fortunate to work on a brand and a show that you can immerse consumers into the world of,” said Hubball. “Having talent here as brand ambassadors is a huge part of that.”

But in addition to creating an experience fans would love, Bravo is also looking to bring in new audiences via the Van Leeuwen partnership.

“What we try to do is strike the balance between servicing the fans, but also appealing to people who may not know, but might be like, ‘maybe I should go check that out,’” said Hubball.