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Food and Drink PR experts construct huge collaboration with Great British Bake Off contestant

by Cameron Ward

Friday, September 25th, 2020

Scotland’s most popular ice cream brand teams with a former Great British Bake Off contestant in a Food and Drink PR success story

Food and Drink PR success graphic on Mackie's of Scotland recipe collaboration by Holyrood PR

Ice cream giants Mackie’s of Scotland collaborated with author, bakery-owner and The Great British Bake-Off semi-finalist Flora Shedden as part of its Summer of Simple Pleasures campaign.


The campaign encouraged the nation to appreciate the simple joys of life, and offered the chance to win an enticing prize each week of the ten-week promotion.


As part of the campaign, Flora Shedden shared four tempting recipes with her 43,000 followers on Instagram, using Mackie’s delicious chocolate and ice cream as key ingredients.


Accompanying the recipes are delightful photographs of the Scottish influencer’s creations, which caught the attention of her followers and garnered a total of 3,224 likes.


Digital PR experts made sure that all content featured the Mackie’s Instagram handle and the Summer of Simple Pleasures campaign hashtag.


The two Instagram posts collectively accumulated:


  • 34,709 people reached
  • 3,224 people liked
  • 397 saves

Food and Drink PR recipe on Mackie's of Scotland recipe collaboration by Holyrood PR

The engagement from the posts are significant, and a testament both to Flora’s extraordinary talent, and to the affinity that is held towards Mackie’s of Scotland by Flora’s following. 


In addition to the Instagram posts, a successful media release announcing the details of the impressive collaboration was well-received by outlets both online and in print, and generated significant attention for all the right reasons.


Our team of Food and Drink PR experts at Holyrood PR delivered the following highlights:


  • Six items of media coverage in total.
  • Huge reach of 84,795 people across print, digital and social platforms. 
  • Notable print coverage in The National (Scotland) and Press and Journal.
  • Online coverage on Aberdeen and Grampian Chamber of Commerce, Deadline News and Scotland Food and Drink.


The simplicity of Flora’s recipes perfectly complements the Simple Pleasures campaign. 


Using Mackie’s traditional ice cream as the prized ingredient, Flora created a lovely ice cream sandwich with oat and chocolate chip cookie. 


Adding a twist to traditional favourite, her Neapolitan-style ice cream slice layered with chocolate and sponge cake using mint, traditional and chocolate ice cream flavours is equally tempting. 


A flourless chocolate torte and a classic tiramisu, each using an assortment of Mackie’s chocolate, also proved to be popular amongst her followers.


The highly experienced team of Food and Drink PR experts combined Flora’s baking talent and Mackie’s high-quality products to maximise reach and generate success for both parties.


The recipe collaborations with the bake off star made the Press and Journal’s paper on Saturday, but also featured a website link in the paper for readers to refer to. This came as a result of HPR directly contacting the Press & Journal as whether they were interested in running this as a story.


Providing clear details for influencers about the goals and the message that the brand wants to highlight offers clarity in a collaboration. This focused approach is vital. It allows influencers to have the information they need to produce exceptional work and results; as can be seen in this campaign.


The public were also encouraged by Mackie’s to share their own simple pleasures online by using the hashtag #asummerofsimplepleasures and #makingsimpledelicious. We shared the exciting summer venture on social media and gave them the chance to win a collection of spectacular prizes.


Our team of Food and Drink PR experts are here to help your business spread positive news and tell powerful stories to the right audience at the right time.

We’d love the chance to discuss the opportunities and obstacles facing your business and advise how PR services can help.
Getting in touch is easy. Phone us at any time on 0131 561 2244, or take a few seconds to fill and submit the simple form below and we’ll get straight back to you:

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    Cameron Ward

    Account Executive, Cameron Ward, is a part of the award-winning PR agency, Holyrood PR - based in Edinburgh, Scotland.

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