Lactaid Targets 'Sunday Scaries' With Limited-Edition Ice Cream Push Kenvue's Lactaid brand is launching a summer promotional campaign that taps into growing consumer conversations around Sunday stress, leveraging pop-up experiences and a sweepstakes to drive traffic to its lactose-free ice cream line.

The "Lactaid Sunday Dairies" campaign, which runs through August, includes free ice cream carts in New York City and Los Angeles, a nationwide sweepstakes offering 52 coupons worth up to $285.48 in free product, and partnership content with television personality Ciara Miller.

"We saw how much the conversation around the Sunday scaries continues to resonate, especially during the summer when people want to hold onto the weekend just a little longer," said Anne Cashman, Head of Commercial, US Digestive Health at Kenvue. "Lactaid Sunday Dairies is about turning that Sunday feeling into something more joyful — helping dairy sensitive ice cream lovers enjoy real dairy ice cream as part of the rituals and moments they genuinely look forward to."

Pop-Ups and Promotional Details The brand will operate ice cream carts at two locations:

- New York City: June 7, 2026, 12:00 PM to 4:00 PM ET at the corner of 10th & 15th Street, outside Chelsea Market

- Los Angeles: July 12, 2026, 11:00 AM to 8:00 PM PT next to The Fountain on The Green at The Americana at Brand

The carts will distribute free scoops of Lactaid's existing flavors plus a new limited-edition option: Lactaid Lactose-Free Cherry Fudge Chip Ice Cream, which combines artificially flavored cherry ice cream with fudge chunks and a dark cherry swirl.

The sweepstakes runs from June 7 through August 30, with weekly drawings. Consumers enter by following @Lactaid on Instagram, liking the sweepstakes post, and commenting with their favorite flavor using #LACTAIDSweepstakes. Winners receive 52 manufacturer coupons valid through December 31, 2027, each redeemable for one quart of Lactaid Ice Cream (maximum value $5.49 per coupon).

Celebrity Partnership and Market Context Miller, who is dairy sensitive herself, appears in campaign content and promotional materials. In a statement, Miller said: "I know how fast the Sunday scaries can creep in. For me, it's always when I'm heading back to the city and starting to stress about the week. Summer Sundays are all about slowing down, indulging a bit, and soaking up every minute of the weekend. I am obsessed with Lactaid Ice Cream, especially the Chocolate Chip Cookie Dough flavor, because I get that rich, creamy dairy taste I crave without the discomfort. I'm so here for Lactaid Sunday Dairies — it's the perfect way to ditch the Scaries and actually look forward to Sundays again."

Lactaid currently offers seven permanent ice cream flavors: Vanilla, Chocolate, Chocolate Chip Cookie Dough, Cookies & Cream, Mint Chocolate Chip, Salted Caramel, and Chocolate Peanut Butter.

According to Kenvue, Lactaid holds the #1 volume position among all lactose-reduced milk brands as of 2026 year-to-date across U.S. multi-outlet channels, per Circana Unify data. The brand cited analysis from Infegy Atlas covering social conversations from January 2023 through December 2025 across Facebook, Instagram, TikTok, Reddit, and Bluesky as evidence of sustained consumer interest in "Sunday scaries" discussions.

Why It Matters

For operators and retailers, this campaign signals Lactaid's continued investment in experiential marketing and influencer partnerships to drive trial among dairy-sensitive consumers—a segment representing a meaningful portion of ice cream category volume. The pop-up strategy creates retail touchpoints beyond traditional grocery distribution, while the sweepstakes mechanism drives digital engagement and brand loyalty tracking. Retailers stocking Lactaid Ice Cream should monitor promotional calendars and coupon redemption trends through the summer period.

For more insights and trends in the food and beverage sector, check out more articles in The Food & Beverage Magazine family of publications.

Written by FBM Publications Editors