What was needed
To deliver a fun campaign that engages parents and raises awareness of new (and existing) products within the Rowntree’s ice lollies portfolio
What we did
Using a multifaceted approach, we activated a nationwide campaign bringing an ‘Instant Lolliday Mode’ to cities across the UK. We assembled a Rowntree’s hit squad equipped with branded parasols, deck chairs and beach towels promoting the Rowntree’s product range. The hit squad uploaded selfies to social media platforms and travelled to different locations to engage with different members of the public. This was supported with a visually striking Asda media plan including trolley panels, trolley bays and digital 6 sheets. There was also a popular at-store activation featuring an interactive game which encouraged product sampling and provided an opportunity to share information about the ice lollies range with parents.
This visually disruptive and engaging campaign resonated well with the public and was timed with great effect to maximise the heat wave across the UK. For the reporting period 28th June until the 3rd July we tracked social mentions of the campaign using #RowntreesLolliday which prompted over 7K interactions. There was also an organic reach of all social posts estimated at 118K.