Family ice cream brand hits the sweet spot with a host of media coverage

WHEN popular sweet treats brand Mackie’s of Scotland accomplished its highest ever UK market share, our Scottish PR agency experts sprang into action to cover the story.
Mackie’s customer numbers soared by almost half a million in 2022 – despite profits being down and the pandemic constituting an unforeseen threat to the ice cream industry.
The company’s highest ever UK market share comes at a time of rising cost pressures, with the overall market contracting by 7.4% over the same period.
Together with its early adoption of renewable energy, Mackie’s has been able to lay a strong foundation for the brand’s future.
Our Scottish PR agency got to work sharing Mackie’s impressive breakthrough with the media.
The story generated the following results:
- 57 items of coverage across local, regional, national, specialist and business media
- 3,376,428 opportunities to see across online, print, newsletters and social media
- Key features in The Scotsman, The Herald, The Grocer, Scottish Business Insider and Daily Business
Our team at Holyrood PR worked closely with the sweet treats brand to compile a media release in which we highlighted its soaring market growth.
We made sure to shine a light on the brand and celebrate the positives of such a breakthrough. The market share line comes across really strongly in all of the coverage achieved, reflecting the story positively to trade customers which was a key message we wanted to express.
However, as we highly value transparency in PR, we did not shy away from sharing the less positive aspects of the story either, giving reasons as to why Mackie’s profits were down and how this fits into the wider economic picture.
To find out more about Mackie’s, please visit: https://www.mackies.co.uk/
Read the original release here:
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