Leading up to Canada Day, Baskin-Robbins and BeaverTails (also a franchise system) partnered for the first time to create an ice cream flavour of the month for June. At the same time, the social media competition asked customers to vote for their favourite Canadian ice cream flavour using the hashtag #CanFlavFav. On July 2, Baskin Robbins announced the BeaverTails Pastry flavour beat Maple Walnut, a permanent flavour on its menu.
“We were looking forward to hearing what Canadians had to say about our first-ever flavour partnership with the BeaverTails Pastry brand,” says Natalie Joseph, Baskin-Robbins’ field marketing manager.
Also, the International Ice Cream Association (IICA)deemed July as National Ice Cream Month, so Baskin-Robbins is celebrating with a new flavour of the month, Cookies n’ Cake. It features cake-flavoured ice cream with chocolate cake ribbon and cookie pieces.