To raise awareness of Yummy Yorkshire and its customer events on the farm, driving footfall and increase attendance. In addition, to position Yummy Yorkshire as the ice cream supplier of choice in a niche but competitive marketplace and raise awareness of their ability to create innovative ice cream flavours made with local ingredients.
We worked with Yummy Yorkshire to create a seasonal calendar of new flavour launches that involved collaboration from local artisan food producers. Flavours included Black Garlic™ and Dark Chocolate, Yorkshire Tea, Yorkshire Pudding, Lottie Shaw’s Seriously Good Parkin Ice Cream and Carrot & Cardamom, which we positioned as an aphrodisiac Valentine’s Day flavour and worked with a photographic agency to secure a piece in the Daily Mail online. This was in turn picked up by ITV’s Alan Titchmarch Show who sampled some of the ice cream live on air.
Yummy Yorkshire signed up to help six year old Sam Bottomley raise £35,000 for a life-changing operation to allow him to walk independently and donated 20p from every scoop of chocolate ice cream – Sam’s favourite flavour – over the course of three months.
We maximised the stories in support of Sam between January and April, securing the (free) support of former BBC Look North presenter Christa Ackroyd who met Sam at the farm. As well as supporting the publicity, Christa encouraged her social media followers to donate to Sam’s cause. We also devised a fundraising event at the farm.
In addition, we maximised media exposure and maintained a flow of newsworthy stories by communicating award wins, new stockist wins, charity initiatives and events at the farm such as Yummy Yorkshire’s annual Christmas market, Tour de France events etc.
From June 2013 – June 2014, 184 pieces of coverage were generated across all target media including national media presence.
Twitter followers increased organically by 35% to 7,884 while Facebook fans increased by 58% in the past 12 months to 3,173 with a weekly reach of 9,500.
Yummy Yorkshire’s publicity helped Sam reach his target of raising £35,000 in 3 months with coverage on four separate occasions, including support and visit from ex-Look North presenter Christa Ackroyd. They also raised £900 through ice cream sales and donations.
Yummy Yorkshire has had a record year in terms of growth and visitor numbers; ice cream production increased by 14% while footfall to the farm is on track to increase by 31.4% this year. A total of 14 new stockists have come on board.