Ice-Cream Taster Opportunity Takes the Digital Media by Storm

by Angelika Muzyka

Friday, June 22nd, 2018

Mackie’s call to 600 volunteers creates a media buzz with help from Scottish PR Experts


Mackie’s call to 600 volunteers creates a media buzz with help from Scottish PR ExpertsIn a rare opportunity to get a behind-the-scenes glimpse into how products get to the mass market, Mackie’s has teamed up with Scotland’s Rural College (SRUC) and its high-tech mobile sensory lab.

600 volunteers from the public at The Royal Highland Show have been given a chance to take part in blind tests of Mackie’s new milk chocolate recipe, and also to compare its real dairy ice cream with an oil-based major brand product.

The story gained a widespread interest from multiple online publications and caught the eye of sweet-toothed enthusiasts who shared it extensively on social media.

The highlights included:

  • Total audience reach delivering 457,785 opportunities to see
  • Broad online coverage on The Scotsman, STV News, Edinburgh Evening News, Scottish Field, The Edinburgh Reporter, Mearns Leader, Farming Life, Aberdeen & Grampian Chamber of Commerce
  • Around 500 shares on Facebook and Twitter
  • Around 900 reactions and over 1000 comments on Facebook

The buzz that this story created on social media helped Mackie’s to reach new potential customers, bring its new products to the public’s attention and make people feel enthusiastic about their brand.

High-quality stories and earned media coverage add to Mackie’s continuous success and helps to reach influential audiences through effectively targeted PR activity.

Read the original press release here.


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