Brief
To continue a drum beat of coverage throughout the year, Spider tapped into the current news agenda and cultural moments, where Wheyhey could be part of the conversation.
Each story was unique, quirky, and up beat, putting the product range and the brand’s key messaging at the center of each press release.
Additionally, the brand also had capabilities to create prototype and limited-edition ice cream flavours to support the stories.
Approach
Examples of the stories included:
- National Vanilla Day: From Barry to Brenda – ice cream brand gives free tubs of ice cream to Brits who don names associated with being ‘vanilla’
- Taste of the summer: Vitamin D ice cream pays homage to Brits’ favourite holiday destinations (paying tribute to those who were unable to go on holiday abroad that year)
- Treats unveil traits: Behaviour expert reveals your choice in ice cream flavour says plenty about your personality
Outcomes
Overall, throughout the year, Spider generated 188 pieces of coverage and 189M editorial impacts for Wheyhey, the coverage also helped to impact a new listing at retailer Iceland.
