That appellation seems inappropriate in this case. They made good ice cream. At least it was good to me. And the customer service I received at multiple locations was good too.
The only marketing I received was word of mouth referral.
It is kind of hard to make "bad" ice cream though.
(yes I know some snooty people will disagree with this but the literal tons of Hood, Breyers and Friendly's that fly off the shelves for $2.99 on sale beg to differ)
My now-wife and I stumbled upon original Ample Hills location while looking for my first apartment in Brooklyn. It was quite literally the best ice cream I'd ever had. And I like my ice cream. Turned out, they had just opened the week before.
Pretty quickly, the word of mouth spread, and maybe there's a point after which you could call it "marketing-driven", but at the core of it was a truly excellent product.
Admittedly, I didn't read the full story, but the bits I did read included a mid-life crisis guy taking courses to learn to make ice cream and growing a business with the support of his partner.
