Our task
To generate coverage over the pivotal warm summer months and drive people to buy The Ice Co products
Our strategy
Hook onto the World Cup as a key time to be buying ice, and create original news securing national news coverage
Our tactics
Developed a news-driven survey which found Millennials were shunning the pub and drinking beer during the 2018 World Cup – and were instead are hosting parties at home
Results
24 pieces of coverage secured in the consumer media, including hits in Daily Mirror, Daily Express, Sunday Express and Women’s Health. We reached an audience of just under 3million people across the UK
