Share 'Bing Crosby Ice Cream? Who knew?'

I'm fairly new to advertising collectibles so I don't have many answers but I've got a ton of questions. This box from Bing Crosby Ice Cream makes me laugh almost every time I see it. Sure, sure, I know who Bing Crosby was... singer/actor and all that but, ice cream? Am I missing a connection here? What made "Valley Farm's" think that Bing Crosby's face on the box would make their ice cream a hug…