GAINESVILLE, FL – The Pantry Inc. announced yesterday plans to target University of Florida football fans with its "Freeze the Swamp" campaign, a football-themed promotion kicking off the chain's introduction of Icee products to 92 Gainesville and Ocala area Kangaroo Express stores.
Kangaroo Express is partnering with The Icee Company on the campaign and will co-promote the frozen beverages during the Gators' football season.
“The ‘Freeze The Swamp’ campaign is our way of saying ‘thank you’ to our Gainesville customers and University of Florida fans,” said John Fisher, senior vice president of marketing, The Pantry. “Gainesville has historically been The Pantry’s highest performing frozen market across our 11-state footprint making it an ideal location to work with Icee to launch this program."
The "Freeze the Swamp" promotion will begin during the Gators' season opener this Saturday, when fans can enjoy an Icee sample at a Kangaroo Express Fan Fest booth while tailgating.
Throughout the 2010 season during home games, the stadium's announcer will encourage fans to stand up and cheer and "Freeze the Swamp" each time an opponent attempts a field goal.
Two exclusive Gator flavors will be available during the promotion, and all sizes will be priced at 99 cents, including a 32-ounce "Freeze the Swamp" souvenir cup.
“Collaborating with Kangaroo Express is a great opportunity to expand our reach in the Gainesville area to both new customers trying our products for the first time and loyal customers looking for a more convenient location to purchase an Icee,” said Dan Fachner, president of The Icee Company. “We look forward to helping Gator fans ‘Freeze The Swamp’ and engaging with the local community.”