News Generation

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.

Food & Drink

Results

Clicks
189M
Reach
Engagements
188
Pieces of coverage
Engagement rate
Reached on social media with targeted ads to reach those who live or work near a store

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

Result

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.

News Generation News Generation