Van Leeuwen and the art of not advertising.

<p>We don&rsquo;t advertise&rdquo; is a common refrain I see in founder stories. It&rsquo;s usually a way to communicate product quality.&nbsp;<em>Our product is so good we didn&rsquo;t have to advertise.</em></p> <p>Ads are expensive. So not advertising is an attractive business strategy. But just because you don&rsquo;t advertise, doesn&rsquo;t mean you don&rsquo;t market. Every company needs some sort of customer acquisition strategy. It just doesn&rsquo;t need to be advertising.</p> <p>In this case, the non-advertising brand is Van Leeuwen, an artisanal ice cream brand that started with a single cart in 2008 and now boasts 50 locations across the US, plus retail distribution in stores from WalMart to Whole Foods. Co-founder Ben Van Leeuwen started the brand as a way to offer ice cream made up of only simple, high quality ingredients. Fun fact: Van Leeuwen based his original formulation on an ice cream recipe from French chef&nbsp;<a href="https://en.wikipedia.org/wiki/Thomas_Keller" rel="noopener ugc nofollow" target="_blank">Thomas Keller</a>&nbsp;of Michelin starred Per Se and French Laundry.</p> <p><img alt="" src="https://miro.medium.com/v2/resize:fit:630/0*FrV5umDcPU72DsmX.png" style="height:735px; width:630px" /></p> <p>Founders Ben, Pete, and Laura in their original ice cream truck. Source: Van Leeuwen</p> <p>A&nbsp;<a href="https://www.cnbc.com/2023/08/10/how-van-leeuwen-built-a-300000-a-day-ice-cream-empire.html#:~:text=%E2%80%9CThe%20marketing%20for%20the%20first,its%20high%2Dend%20artisanal%20flavors." rel="noopener ugc nofollow" target="_blank">CNBC profile on Ben</a>&nbsp;noted that the brand has grown without spending any money on advertising.</p> <p>I checked on Facebook Ad library to confirm &mdash;<em>&nbsp;I couldn&rsquo;t help myself</em>&mdash; and all that came up is a lonely ad that ran for 3 days in December 2019. Okay, so maybe Van Leeuwen really doesn&rsquo;t advertise.</p> <p><a href="https://bettermarketing.pub/how-to-scale-your-brand-without-ads-85adda9691af"><strong>Read More</strong></a></p>