Survey finds 94% of Brits have found a new appreciation for simple pleasures

by Cameron Ward

Wednesday, June 24th, 2020

Mackie’s reveal the nation’s simplest pleasures in food and drink PR survey

Food and Drink PR photography for Mackie's of Scotland

THE NATIONWIDE lockdown has given a huge majority of Brits a renewed appreciation of life’s simpler pleasures.

A new survey, from ice cream and chocolate producer, Mackie’s of Scotland, has seen more than 1500 respondents confirm that the huge upheaval caused by the Covid-19 measures has caused most of us to radically rethink how we seek enjoyment.

An overwhelming 94% responded “yes” in response to “Would you say that you’ve found a new appreciation for life’s simple pleasures since lockdown began?” In addition, 90% reported that as we leave lockdown, they will actively seek out simple pleasures more often than before.

The outcomes of the online survey point to a feeling that the lockdown has, for many, forced us to simplify our daily routines, while often giving more time for low-tech, more leisurely activities.

Its findings come ahead of Mackie’s new summer marketing campaign, which aims to evoke conversations around fond memories of individuals’ own simple pleasures.

Marketing Director, Karin Mackie, said: “While lockdown will actually have robbed many of their free time, it has left others with a great abundance of it, and forced all of us to rethink our daily and weekly routines.

“We find that people are often going back to wholesome family activities – and seeking pleasure in simple, often highly evocative, things.

“The responses, from subscribers throughout the country, are fascinating and incredibly varied. Everyone has their own take on a simple pleasure – and while many are similar, some are really quite unique and special.

“Hopefully many will be able to continue to carve out time for those simple things which can give us most enjoyment.”

Food and Drink PR photography for Mackie's of Scotland

The survey found the simple pleasures most likely to have increased more frequently during lockdown to be cooking or enjoying food at 73%, a figure backed up by the spike in home-baking and shortages of supplies of flour and yeast.

Gardening and enjoying plants came second with 61% of the vote, while 57% revealed activities that come under “enjoying nature and the outdoors” as simple pleasures they’ve been able to enjoy more frequently as a result of the measures.

Other notable simple pleasures included: Reading and writing, connecting with friends and family, and listening to music. While only 11% of people have taken up more arts and crafts.

Karin added: “The findings marry perfectly with the ethos of our family business.

“Our original, traditional flavour of real dairy ice cream is itself a simple pleasure, its’ a natural creamy flavour with no added flavouring (not even vanilla). We have used the same recipe since it was launched in 1986 in response to an excess of cream on our family farm, resulting from changing tastes in milk.

“With everything we produce, we strive to make uncomplicated, everyday indulgences you can rely on, with many ingredients even produced on the farm.”

The Summer Simple Pleasures Campaign will celebrate various different simple pleasures throughout the summer and coincide with a push to promoting awareness of Mackie’s of Scotland ice-cream across the UK.

Over the years Mackie’s has become Scotland’s best selling ice cream, which has made it one of the UK’s top brands for luxury ice cream. The firm’s best-selling Traditional flavour has a cache of awards, including “outstanding” two stars from the Great Taste Awards 2019.

The fourth-generation family farm where Mackie’s is based, Westertown, in Aberdeenshire, North East Scotland – and Mackie’s still produces it all using fresh milk and cream from the farm’s own herd. The farm production team have been able to keep working during the Covid-19 crisis, implementing new distancing and hygiene procedures to supply ongoing demand from customers at home, and which has increased in the recent sunny weather.

The company’s sky to scoop ethos sees it create everything from milk to its packaging on site, powered predominantly by renewable energy – via four wind turbines, a 10-acre solar farm and a biomass energy plant.

To find out more about Mackie’s, please visit: https://www.mackies.co.uk/

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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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