Dale Farm hits the road to scoop more of ice cream market
Dale Farm rolls out on-the-ground consumer engagement campaign
. Pictured at the launch yesterday at Tír Na nÓg GAA, Randalstown (L-R): Philip O’Meara, Marketing Director, Dale Farm alongside Nigel Cairns, Commercial Director for Dale Farm Ice Cream with Oisin Devenny, Tiernan Bonnes, Mary McGale, Cliona McKay and Aoibheann Carey
Building on the recent success of its “Take Your Tastebuds Back” ice cream brand re-launch, Dale Farm has now unveiled a major summer promotional campaign across Ireland to drive consumer engagement, celebrate the introduction of new lines to its ice cream range and ultimately secure a bigger share of the ice cream market here.
The campaign will centre around Dale Farm surprising consumers at key locations with deliveries of ice cream from its #AllKindsofCool van. Aimed at increasing the brand’s presence across Ireland, this forms a key component of Dale Farm’s ambitious growth strategy over the next three years to further secure it’s share in the Irish ice cream impulse market.
The #AllKindsOfCool campaign will reinforce the playful and ‘cool’ characteristics of the Dale Farm ice cream brand whilst tapping into nostalgia, bringing back happy memories for its customers. It will be brought to life using a specially developed ice cream van, which will make appearances in cities such as Belfast, Dublin, Galway and Kilkenny over the summer months, surprising passers-by with free ice cream.
The vehicle, complete with a ‘selfie wall’ to drive online engagement, will tour the country celebrating what’s cool about summer. The campaign will also be activated through content on Instagram and Facebook as well as in-store advertising and a sentimental outdoor campaign located close to major supermarkets.
In the build-up to the campaign, Nigel Cairns, Commercial Director for Dale Farm Ice Cream said:
“We’ve been working hard over the last year to develop a diverse range of ice creams, both nostalgic and innovative, with twists on our existing products and inventive new lines.
“With strategic brand plans in place,” Cairns says, “our ice creams will deliver real results for our retail customers throughout this summer season and beyond.
“Irish summers and ice cream go hand in hand and we are thrilled to be launching a disruptive and playful sampling campaign to support our new launches, our customers and our ambitious growth plans. We hope to win hearts and minds on the ground, reinforcing our position as a modern, fun ice-cream brand, rooted in our local heritage.”
The activation will launch at the Galway Races tomorrow, August 2nd, 2018 and will pop up at surprise locations, events, festivals and visitor attractions throughout the summer. Follow Dale Farm on Instagram to keep up to date on its whereabouts or get involved in the conversation using #AllKindsOfCool
Dale Farm’s iconic ice creams and lollies are stocked in most major retailers across the island. Headquartered in Belfast, the company is a major player in the dairy industry and is the largest UK farmer-owned dairy cooperative in Great Britain and Northern Ireland.