Needing to attract a younger audience (those aged 55+ in addition to the current 75+ market), Warner Leisure wanted to be perceived as a hotel chain which doesn’t take life too seriously, embraces new trends, and has a fun, tongue in cheek ‘personality’.
As a combined audience who love a tipple, a bit of nostalgia and have a glint in their eye, we wanted to give the classic summer tradition a bit of a grown-up upgrade, and make it for adults-only – just like Warner.
We worked with our in-house design team to create a bar-inspired wrap for the ice cream van, which echoed the style and décor of a Warner bar.
Using internal sales data at the bars and restaurants in Warner hotels across the country, and combining this with research of British adults aged 55+, we created an adult-only ice cream menu to echo their wants.
Teaming up with Warner’s ice cream supplier, New Forest Ice Cream, we hand made x6 boozy flavours.
For visual aid, we worked with food photography specialist The Robin Collective to create and capture the ‘IcePA’, which saw them ‘pump’ Beer flavoured Mr Whippy ice cream into a pork scratching cone.
The Ice Cream Bar was then taken to London to visit 4 different press houses, including BuzzFeed, Wired, Vogue and Glamour, to gain pre-launch interest. The queues were so big, we stopped traffic outside of Liberty.
The Ice Cream Bar received over 150 pieces of coverage in the first four days including media in California, Australia and the US, against a backdrop KPI of just 15.
With a key PR strategy focus to support Warner’s 13 hotels across the UK, the Ice Cream Bar was taken to 9 of their locations which were revealed to the public each morning using the hashtag #GrownUpIceCream, allowing the public to monitor the bar’s whereabouts. We created a regional version of the press release to be pitched to the local media, which took us over our annual KPI of 35 regional hits to 72, six months early.
Page engagement on Facebook increased two fold and the post announcing the launch received record engagement, beating the Anti-aGin campaign. Celebrities including Stevie Ritchie and Sam Bailey were actively sharing the Ice Cream Bar news on Twitter.