Wheyhey

News Generation

Goal -

With the pandemic still owning the news agenda in 2021, Wheyhey tasked Spider to raise brand awareness and drive consumer trial of its range through media coverage.

Food & Drink PR Agency in London

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.

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

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.

Results

Average engagement rate
Clicks
Engagement
Impresssions
188
Pieces of coverage
189M
Reach
Hours of Tiktok video playtime
Hours of YouTube playtime

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.