Unilever launches £7m campaign to help unlock ice cream sales

From:FoodBev

Unilever will seek to generate retail growth for its ice cream portfolio and help drive value into the impulse ice cream category with a £7 million investment in marketing and in-store activations.

The £7 million Talking Ice Cream campaign will include new freezers and point-of-sale materials, promotions and a range of new products designed to tap into on-the-go ice cream.

The new range includes Wall’s Solero strawberry smoothie, Feast Sandwich and Wall’s Duo. It will be promoted through experiential and sampling activities as well as out-of-home, online and social media activity.

There is also new Magnum double raspberry and Magnum double coconut, which taps into the success of limited-edition Magnum Pink, to be supported by a £10 million marketing spend. They are available in a pack of three with a recommended price of £3.69, as well as out-of-home singles of £1.90.

And new Calippo Combo mixes vanilla ice cream and strawberry fruit ice in a combination of textures, designed to appeal to children.

Noel Clarke, Unilever vice-president of brand building for refreshments and out-of-home sales in the UK and Ireland, said: “The total ice cream market in the UK is worth over £964 million and we know that ice cream is a footfall generator as well as an impulse purchase. Therefore, as a business, we are committed to helping our partners unlock the sales opportunities the category presents. For example, 70% of ice cream purchasers buy other items in store, which is why we are investing significantly in attracting shoppers through out-of-home communication as well as providing retailers with the right tools in store to help maximise growth potential.

“Our new product development will build on the huge success of last year’s ranges, teamed with new season starter promotions, point-of-sale and significant marketing investment – here’s to another sizzling year of sales!”

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