Promotion of the Month - Truck of love takes on a Cold Rock flavour
We find out why the ice cream brand sponsored the marriage equality tour.
“Cold Rock is taking a stand for equality, whatever it is. That is skin colour, sex, education, background, religion, and yes, even gay marriage,” said Cold Rock CEO Stan Gordon in an exclusive interview with QSR Media after the ice creamery announced its sponsorship deal with the Truck of Love tour, which seeks awareness of marriage equality in Australia.
The Truck of Love tour, re-named as Ice Cream Truck of Love tour after Cold Rock ice creamery nabbed the naming rights for $5,000, will take its campaign for free love on the road along the eastern seaboard starting sometime in June.
With a tagline of “Marriage Equality for Everyone, No Matter the Flavour,” the Ice Cream Truck of Love tour identifies itself as a non-political, areligious campaign, according to its official website, icecreamtruckoflove.com.
Choice is a core value of the Cold Rock ice creamery brand, says Stan, which makes the tie-up pleasingly sweet. “We’re pro all flavours here at Cold Rock – especially the right for everyone to enjoy ice cream. As our fans will tell you, you can smash our ice cream with fruits and confectionary any way you like,” says Stan.
On a deeper, more personal note, the Mr. Gordon also said his decision to back the Truck of Love came from his experiences as a South African native. “As someone who grew up in apartheid South Africa, it was and remains abhorrent to me for humans to be treated as unequal.”
“All humans are equal, irrespective of their position in society. And so, as long as no one gets hurt, people should be judged solely as humans, and not as anything else. So yes, it's the 21st century and I support equality,” Mr. Gordon added.
Having said all that, Mr. Gordon believes the Ice Cream Truck of Love tour will have a lighthearted impact on the public. When asked what he thinks the tour will achieve, he replied: “All people having a bit of fun and enjoying an ice cream. And if I can help bring a smile to just one more person, then I have done good.”
For his part, Truck of Love campaign founder Adrian Fernand welcomed Cold Rock ice creamery as a sponsor.
“Public support for the Ice Cream Truck of Love has been incredible, but we’re overwhelmed by the generous sponsorship from Cold Rock. It’s wonderful that a family brand can get behind a cause that’s about equality and spreading a message of love for all,” said Mr. Fernand.