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HGX Chosen as Creative Agency to Develop New "Mobile Milkshake" Brand

FOR IMMEDIATE RELEASE

Boston, MA – August 23, 2008 – Archibald Frozen Desserts (AFD) located in West Palm Beach, Florida, is a food service industry innovator and creator. The AFD team has not only created novel and exceptional soft-serve products, it has established new standards for the dispensing of frozen desserts in the food service industry.
The Company is strongly differentiated by proprietary technology and methods, NATURAL products, a passionate first-rate team of ice cream, beverage and technology experts and major restaurant and institutional clients.HGX Creative was selected as Agency of Record to develop the Ready Shake brand elements including but not limited to the product name, logo mark, packaging and point of sale displays and materials. The product will be sold in c-stores, universities, US military bases and future defined markets starting in 2009.

About Ready Shake
Ready Shake is an innovative extension of Archibald Frozen Dessert’s other great ice cream platforms that uses advanced technology to create a familiar and delicious Milkshake experience. Ready Shake is a “grab and go” product that tempers to Milkshake consistency in a special tempering freezer and is ready to be consumed on the spot or later! Ready Shake offers the consumer Real Ice Cream Milkshakes in a 12-Ounce “Grab-able” cup made from 10% butterfat and the highest quality ingredients. Ready Shakes are available in four flavors – Chocolate, Vanilla, Strawberry and Coffee.

About HGX Creative
Serving the east coast with locations in Boston and Fort Lauderdale, HGX Creative is proud to have clients ranging from small businesses to Fortune 500 companies. HGX is a recent recipient of the 2006 PPAI Bronze Award for Outstanding Use of Promotional Products in a Campaign, a 2006 American Graphic Design Award (Web site design) and the Load of Gold 2006 award for Best Web Site, Asociaciones.

About NAF
The National AIDS Fund was founded to reduce the incidence and impact of HIV/AIDS by promoting leadership and generating resources for effective community responses to the epidemic. Since 1988, together with its Community Partnerships, the National AIDS Fund has marshaled and invested over $142 million to combat the AIDS epidemic in the United States. The National AIDS Fund continues to develop innovative public-private partnerships as a means of leveraging national resources and directing them to communities and populations most impacted by the epidemic. It has received the highest rating, four stars, from Charity Navigator, America’s largest independent evaluator of charities, recognizing its financial efficiency and effectiveness. For complete information on the NAF and its many programs, please visit www.aidsfund.org.

Contact: Ceri Usmar
508-405-4506 (p); 508-405-4509 (f)
Ceri@hgxinc.com (e)

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