Tillamook and Tefi Pessoa have teamed up for the summertime to offer consumers access to free ice cream and a branded experience in New York City. The partnership campaign includes a pop-up newsstand in the East Village where visitors will enjoy free Tillamook Ice Cream, which will help them celebrate National Ice Cream Sundae Day on July 25, 2026. The experience will also be encouraging fans to enter for the chance to win a year of free ice cream, which will be awarded for a few lucky fans.
Pessoa spoke on her partnership with Tillamook saying, "With me, what you see is what you get — but that's not always the case in the freezer aisle. When Tillamook shared that nearly half of Americans have unintentionally bought a frozen dairy dessert thinking it was real ice cream, I just knew I had to get the word out. I'm used to keeping it real when it comes to relationships and pop culture, so why not ice cream?"
Influencer-Backed Ice Cream Campaigns
Tillamook and Tefi Pessoa Debuted The Real Scoop Newsstand
Trend Themes
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Influencer-led Sampling — Creator partnerships are turning product giveaways into credibility-building moments where audiences can experience brand claims in person.
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Pop-up Retail Media — Temporary street-level activations are blending entertainment, sampling, and education into high-visibility touchpoints that extend campaign reach beyond digital channels.
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Ingredient Transparency Marketing — Consumer confusion around product categories is creating space for brands to differentiate through clearer labeling, authenticity cues, and experiential storytelling.
Industry Implications
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Ice Cream and Frozen Desserts — Premium dairy brands can use experiential campaigns to distinguish real ice cream from adjacent frozen dessert products in crowded freezer aisles.
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Influencer Marketing — Talent-led brand collaborations are evolving from sponsored posts into immersive public experiences that translate online trust into offline engagement.
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Experiential Retail — Urban pop-ups are becoming compact brand theaters where limited-time rewards, social sharing, and product education converge.