When you think of a marketing agency, chances are your mind goes to websites, social media campaigns, maybe a logo or two. You probably don’t picture a creamy-coloured ice cream truck with a peach stripe along the bottom, playful pastel dots, and a giant, whimsical ice cream cone on top. But that’s exactly what we built. We’re a Niagara marketing company that believes great marketing should feel personal, exciting, and a little unexpected. So we brought Sweetie to life: our very own ice cream truck, designed to spark curiosity and connection. Then we hit the road with one simple goal in mind – to create meaningful moments through unexpected experiences. This summer, Sweetie did more than just hand out ice cream. She supported local events, started conversations, and quickly became the face (or rather, the front bumper) of what we think marketing in Niagara should be all about: heart, creativity, and community. So, buckle up and grab a scoop (or two)–we’re looking back at the summer of Sweetie and the unforgettable moments that made it our most memorable campaign yet.
Where It All Started: The Why Behind Sweetie
Let’s rewind to the start. In a world where digital saturation is the norm, we asked ourselves: How do we stand out in a sea of sameness? At Symetric, we’ve always been about more than just checklists and KPIs. As a full-service growth marketing agency, our mission is to help businesses grow with purpose—and sometimes that means doing things a little differently. That’s where the idea for Sweetie was born. We weren’t just looking for a gimmick. We wanted to create a mobile experience that aligned with our values: authentic connection, brand creativity, and strategic visibility. Sweetie lets us literally roll into communities, engage people face-to-face, and show (not just tell) what sets our brand apart. She's not just an ice cream truck. She's a conversation starter, a memory maker, and a rolling lesson in creative brand development.
The Summer Tour: Where Sweetie Rolled & What She Stirred Up
From early June through late August, Sweetie made appearances across the Niagara Region–supporting events big and small. And while we loved every stop, there were a few highlights we won’t soon forget.
Corporate Events & Business Mixers
Yes, we brought Sweetie to work. And let us tell you–ice cream at a staff BBQ is a vibe. At team appreciation events and networking nights, Sweetie became a visual anchor for conversations around creative strategy and fun workplace culture. We don’t just help companies grow; we help them connect with their own people. Sweetie reminded us that sometimes, great culture starts with sprinkles.
Sweetie at Niagara Region Staff Appreciation BBQ
Sweetie at Billyard Insurance Group's Annual Big Hearts Golf Tournament
Sporting Events & Community Festivals
Sweetie was a crowd magnet at family-friendly events across St. Catharines, Niagara Falls, and beyond. People saw her giant cone from across the park and made a beeline for some ice cream – and stayed to chat with us about what we do as a Niagara marketing company and why we do it. We handed out scoops and, more importantly, created connections. We heard stories from long-time locals, met budding entrepreneurs, and answered questions about how we help optimize business in Niagara through creative marketing.
Non-Profits and Fundraisers
Some of the most meaningful stops on Sweetie’s tour were the ones where she helped give back. We were thrilled to return to Taste this year, an amazing fundraising event for Hospice Niagara, it is always a great evening filled with live music, and wonderful food & drinks from local vendors. From supporting non-profits to helping draw crowds at fundraisers, Sweetie wasn’t just there for the “fun” of it–she was there for a purpose. As a Niagara marketing company, we’re passionate about helping others do good–and sometimes all it takes is a scoop of vanilla.
The Strategy Behind the Sprinkles
Okay, so why ice cream? It’s not just because we love it (though we do). There’s real strategy behind Sweetie’s success–and it starts with smart, human centered marketing principles.
The Paradox of Choice: Keep It Simple
At each event, Sweetie offered just 3–5 flavours. Why? Because when people have too many options, decision-making becomes stressful—an idea known as the paradox of choice. By narrowing the menu, we made decisions easier and the experience smoother—something we also apply to web design, brand development, and digital strategy. Great user experience often starts with clarity and simplicity. We actually wrote a full blog about the paradox of choice—check it out here.
Built-In Social Buzz
Sweetie is Instagram gold. People loved snapping pics, tagging their location, and sharing their scoops. With minimal prompting, Sweetie generated countless organic posts, mentions, and shares—boosting brand awareness without needing a single ad spend. As a local social media marketing tool, she’s been wildly effective—and a reminder that share-worthy experiences are more powerful than traditional promotion.
Why It Works: Local Marketing with Heart
In marketing, context matters—and in Niagara, there’s nothing quite like a local-first strategy. We know the people, the culture, the vibe. Sweetie was designed to blend into that world—not as a sales pitch, but as a participant. As a local business marketing tool, Sweetie worked because she showed up where people already were. She didn’t interrupt. She joined in.
And that’s a lesson every brand can learn from:
- Be present. Show up in real time, in real places.
- Be memorable. Make experiences worth talking about.
- Be human. Connect on a personal level before trying to convert.
Sweetie as a Branding Vehicle–Literally
Let’s talk brand development. Sweetie wasn’t just cute. She was consistent. From the fonts on her side to the colours of her cups, everything was intentional. Her look matched our website. Her tone matched our social voice. Her values matched our mission. That’s what brand development really is—it’s alignment. It’s every touchpoint, from truck paint to post captions, telling the same story. Want to build a brand people remember? Start by making sure every part of your business—from your homepage to your handshake—feels like you.
What’s Next for Sweetie?
Summer may be wrapping up, but Sweetie isn’t going into hibernation just yet. She’ll be back for fall events, corporate campaigns, and maybe even a few chilly-weather surprises (pumpkin spice ice cream, anyone?). Looking ahead, we see Sweetie not just as a seasonal campaign, but as a long-term community engagement tool—a mobile hub for creativity, collaboration, and good old-fashioned fun. Want to book Sweetie for your next event? Let’s chat.
Takeaways for Your Business
Not every business needs an ice cream truck (though you’re welcome to borrow Sweetie if you ask nicely). But every business does need a way to connect with its audience on a deeper level. So here’s what Sweetie taught us—and what you can apply:
- Experience matters. Give your audience something memorable.
- Brand consistency builds trust. Make every detail intentional.
- Marketing is human. Don’t just sell—connect.
- Creative risks pay off. The bold ideas are the ones people talk about.
As a marketing agency, we help businesses uncover their Sweetie—that unexpected, unforgettable strategy that draws people in and builds lasting relationships. Let’s find yours. Get in touch.
Final Scoop
The Summer of Sweetie reminded us why we love what we do. Marketing doesn’t have to be pushy. It can be fun. It can be local. It can be real. Whether you met Sweetie in person or are just discovering her now, we hope her story made you smile—and maybe sparked a few ideas of your own. Thanks for riding along with us this summer. Here's to more scoops, more connections, and more creative marketing in Niagara. Want to stay updated on Sweetie’s next adventure? Follow her story here.