ICEE Launches First Annual Brand Celebration on Aug. 18 ICEE is introducing its inaugural National ICEE Day on Tuesday, August 18, timed to coincide with the final days of summer. The brand will offer free small ICEEs at more than 1,800 participating locations nationwide, while supplies last. Krystal has been selected as ICEE's exclusive quick-service restaurant partner for the event. On Aug. 18, participating Krystal locations will distribute free small ICEEs with no purchase required—making Krystal one of only two retail partners (alongside Walmart Fuel) where consumers can receive a complimentary ICEE without buying a ticket, paying admission, or making a purchase. "ICEE is one of those iconic brands that instantly brings back memories of summer," said Kaitlin Kees, Senior Director of Marketing at Krystal. "As the exclusive quick-service restaurant partner for National ICEE Day, we're excited to celebrate those memories by treating our guests to a complimentary ICEE and giving them one more reason to stop by Krystal."
Broader Partnership Network Beyond the no-purchase QSR and fuel partners, ICEE has also partnered with Urban Air Adventure Park, AMC Theatres, and Regal Cinemas to distribute free small ICEEs at more than 1,800 combined locations. At these venues, admission or a valid ticket is required. Dan Fachner, president and CEO of J&J Snack Foods (ICEE's parent company), said: "For decades, ICEE has been part of unforgettable moments for millions of fans, and National ICEE Day is our way of thanking everyone who has made the brand part of those memories. We're excited to introduce an annual tradition people can look forward to every August. Whether it's your first ICEE or your hundredth, it's a chance to celebrate the generations of fans who have made ICEE part of their lives while creating new memories together."
Contest and Ongoing Campaign Consumers can enter a contest for prizes, including an at-home ICEE machine, by sharing photos of their free ICEE on Instagram or Facebook using #NID2026 and tagging @TheICEECompany on August 18. Contest details are available at ICEE.com/NID. National ICEE Day will return annually every August. Since its 1967 founding, ICEE has anchored casual outings at movie theaters, amusement parks, convenience stores, and road trips.
Why It Matters
For QSR operators, the partnership underscores ICEE's value as a traffic driver.
Krystal's exclusive position highlights how established brands leverage limited-time promotions and retail partnerships to boost footfall during slower summer periods. The multi-venue approach—QSR, fuel, entertainment, and cinema—demonstrates ICEE's broad distribution strategy and the role frozen beverages play across different daypart occasions.
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Written by FBM Publications Editors
