What forms and media does Carvel determine to be most effective for advertising?

According to Carvel's 2025 Franchise Disclosure Document, Carvel retains full discretion over advertising strategies and media usage to maximize public recognition of the Carvel system. Carvel formulates, develops, produces, and conducts advertising and promotional programs in such forms and media as it determines to be most effective. This includes the ability to use any media and allocate advertising expenditures to any regions or locales Carvel deems appropriate.

Carvel utilizes an Ad Fund to cover various advertising costs, including television, radio, magazine, newspaper, and digital advertising campaigns. In fiscal year 2024, 16% of the Ad Fund was allocated to media placement across TV, radio, print, digital, and social media. The Ad Fund also supports public relations activities, brand building programs, and the development of marketing materials.

While franchisees may participate in local advertising through Advertising Cooperatives and are obligated to spend a percentage of their net sales on local marketing, Carvel maintains control over the content and media used. Franchisees must obtain written approval from Carvel for any advertising and promotional content they intend to use, ensuring that all marketing efforts align with Carvel's standards and policies. Carvel also has the right to manage a franchisee's local marketing obligation by collecting the funds and determining how they are spent, further emphasizing Carvel's control over advertising strategies.