Unilever Ireland: HB ice cream bank holiday takeover

This case study explains how HB Ice Cream, the Irish market leader, used a radio competition to launch the summer ice cream sales season.

Unilever Ireland: HB ice cream bank holiday takeover

Campaign details

Agency name: InSight Marketing & BrandingCategory: Small BudgetCountry: Ireland

Background

Ice cream freezers at this time of the year are still sitting in the back of the shops from the winter months and sales of Out-Of-Home Impulse Ice Cream were flat from the beginning of the year.

Therefore a "Kick Start" was required around the critical June Bank Holiday season to get freezers stocked up, moved to the front of the store and to get HB Ice Cream Top Of Mind again for the duration...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands