Scotland’s most popular ice cream brand teams with a former Great British Bake Off contestant in a Food and Drink PR success story
In a concept conceived and delivered by the food and drink PR team at Holyrood PR, Flora 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 were delightful photographs of the Scottish influencer’s creations, which caught the attention of her followers and garnered a total of 3,224 likes.
The success of the project was stellar and saw:
- Flora share two Instagram posts
- Those accumulated 68 shares and 397 saves
- They reach 34, 709 people
- 3244 people Liked them
- All content featured Mackie’s Instagram handle and the Summer of Simple Pleasures campaign hashtag.
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 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.
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.
The Summer of Simple Pleasures 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.
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