What does it really take to turn a good product into a great brand—one that people can’t stop talking about (or eating)?
If you’ve ever wondered how to revive a once-famous brand or stand out in a crowded market, this conversation is for you. Host Jim Schleckser talks with David Clarke, CEO of Chipwich, about how he brought a nostalgic favorite back to life and built a great brand story that connects with both retailers and consumers.
In this episode, you’ll learn how to:
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Identify undervalued brands with untapped potential and bring them back to relevance.
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Turn operational setbacks into opportunities for growth and stronger customer trust.
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Build a great brand by focusing on consistent quality, retail partnerships, and real consumer connection.
Treat yourself—press play now to hear how Chipwich became a great brand comeback story that every business leader can learn from. 🍦
Building a Great Brand from the Ground Up
[00:01:30] — Introduction
Jim Schleckser kicks things off with a lighthearted chat about soccer, Chinese food, and ice cream—setting the stage for a deep dive into how great brands like Chipwich capture hearts through nostalgia and quality.
[00:06:20] — The CEO Behind the Great Brand Revival
David Clarke shares his journey from leading confectionery giants like DeMet’s Turtles and Godiva to taking the reins at Chipwich. His story shows that behind every great brand is a leader who understands timing, focus, and reinvention.
[00:14:45] — The Real Estate Lesson Every Brand Needs
David explains how shelf space in grocery stores is like prime real estate—and how treating retailers as true customers is key to building a great brand presence that wins long-term loyalty and market share.
[00:19:30] — A Great Brand is Built on Attention, Not Just Advertising
Focusing on the basics—product quality, retail relationships, and smart pricing—David reminds listeners that attention and execution create great brands, not massive ad budgets.
[00:26:10] — The Forgotten Favorite: Rediscovering the Chipwich Great Brand
David reveals how he stumbled upon the Chipwich trademark after Nestlé abandoned it, realizing the potential to rebuild a great brand with high consumer recognition and emotional connection.
Protecting and Scaling Your Brand
[00:31:10] — Rebuilding a Brand with Authentic Roots
The data proved it: even after years off the shelves, Chipwich had extraordinary aided awareness. David shares how he leveraged nostalgia and quality to transform it back into a great brand loved nationwide.
[00:40:00] — Competing Against Giants: The Great Brand Advantage
Despite limited marketing dollars, Chipwich grew through smart partnerships and relentless focus on retail execution—showing that a great brand doesn’t need the biggest budget to win shelf space and customer loyalty.
[00:55:20] — When Crisis Hits: The Listeria Lesson
When a listeria scare hit their co-packer, David led with transparency and speed. His swift, values-driven response protected the great brand reputation and reinforced retailer trust in Chipwich.
[01:05:10] — Private Equity, Exit Timing, and the Future
David and Jim explore what’s next for Chipwich, including private equity timelines, investor expectations, and the delicate balance of selling versus scaling a great brand for long-term impact.
[01:14:30] — The Sweet Spot: Why Great Brands Make People Smile
As the episode wraps, David reflects on the joy of working in the ice cream business and the power of creating a great brand that makes people happy—whether it’s through nostalgia, taste, or shared memories.
About David Clarke
David Clarke has 25 years of food & beverage leadership experience. From 2004 – 2013, Clarke was CEO of DeMet’s Candy Company, where he revitalized the Flipz™ and Turtles™ brands after acquiring them from Nestle growing them from $9MM and $32MM in annual sales respectively to over $130MM combined. In 2014, Yildis (owner of Godiva) acquired DeMet’s and named Clarke CEO of the wholesale chocolate business. Prior to DeMet’s, Clarke led a similar brand comeback in the sweet popcorn business, growing a set of struggling brands from $21MM to $78MM. Clarke’s connection to the ice cream category is derived from his time working in distribution for Häagen-Dazs, and his family’s ownership of the Klondike brand from 1978-1989.