How digital PR experts helped a much loved ice cream brand get in front of 31.9K followers

by Emma Lourie

Thursday, February 4th, 2021

GBBO star + family-owned brand = sweet collab success

Digital PR photography, Sura GBBO and Mackie's of Scotland Instagram collab.

DIGITAL PR experts at Holyrood PR served up a sweet success for Mackie’s of Scotland with a scrumptious pair up with GBBO star of 2020, Sura Selvarajah. 

Highlights included:

  • Mackie’s Chocolate and Ice cream products shared with over 31.9K followers
  • Sura’s following is the perfect target audience for Mackie’s
  • Over 1,700 reactions and 44 comments on the post (when we last checked it was still on the rise!)
  • Mackie’s Instagram tagged in the grid post and story
  • Recipe created and saved as a highlight on Sura’s grid

It started when Sura, a bake off star and influencer with more than 31.9 thousand followers on Instagram, replied with some heart eyes to one of Mackie’s Instagram stories. This rang alarm bells for our digital PR experts, and we seized the opportunity to connect and start building a relationship.

We reached out to Sura on Instagram to share our delight at her interaction with our content and received a glowing reply from Sura, who shared how much she loved the brand and its Traditional ice cream since she was a young girl.

We’re GBBO fanatics at Holyrood PR, so were delighted with this interaction and dedicated to take the opportunity to Mackies and proposed sending some goodies Sura’s way, as well as proposing a giveaway on her channel – which received a big thumbs up from the team at Mackie’s.

After a few back and forth’s arranging the details with Sura’s agent, the products were sent on their way to London (and on their way to share the Mackie’s brand further afield down south).

Sura created the perfect video which showcased a few Mackie’s products, and followed up by creating her own Chocolate Orange Mousse and cardamom shortbread recipe using Mackie’s chocolate. She also saved the recipe and ingredients as a highlight on her grid!


We have since received a lovely message thanking us from Sura sharing how grateful she was for her gift. This tie up has really highlighted that when an influencer and clients’ objectives align, it can lead to some fantastic, natural content that’s beneficial for everyone involved.

This was a massive win for Mackie’s as influencers help cut through social noise and can start meaningful conversations about your brand and product with a new audience. The collaboration with Sura allowed for us to precisely target a new audience – with her food account, her followers will have a keen interest in food, recipes and baking = the perfect potential followers for Mackie’s.

The project highlights just how important it is to keep a constant eye on who is interacting with your brand and products online and offline. It can present amazing opportunities that you’ll only be able to grab and benefit from if you spot it quickly.

Are you looking to get your hands on some successful digital PR? Our team of experts are here to help

Getting in touch couldn’t be easier. Phone us 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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    Emma Lourie is an Account Executive at Edinburgh Public Relations agency, Holyrood PR in Scotland

    Emma Lourie

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

    View Emma's Profile

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