• Launching first-to-market ice cream for kids with hidden veg
  • Delivering high-reaching, top-tier coverage
  • Landing eight broadcast pieces in six months

Pieces of Coverage
Length of Campaign (months)

The brainchild of three dads on a mission, SMUGGLERS answered parents’ prayers with the UK’s first ice cream with hidden veg.

Available in two flavours, Chocolate with hidden Beetroot and Vanilla with Hidden Parsnip, both contain just enough of the secret veggie ingredient to pack in the nutrients and vitamins, but not too much to be detected by even the brightest of taste buds.

On the back of an exclusive listing with Waitrose, Storm’s Food & Drink PR team was briefed to launch the brand to trade, business and consumer media.

With strong inherent news value, Storm’s Food & Drink PR team recommended a hard-working media relations campaign broken into three distinct launch phases. Phase one saw The Grocer given exclusive first use of the story. This covered it in print and online two weeks in a row. Next up were the business and consumer affairs press. This included hero corporate profiling and product review pieces landing with Mirror Online, Daily Telegraph and Huffington Post. Furthermore, broadcast hits were acheived with Times Radio, Heart, Talk TV, Talk Radio, BBC Wiltshire and more.

The third phase saw our team reach out to all the consumer lifestyle, parenting and food consumer press. Wide-spread coverage was achieved in top titles, including Waitrose Weekend, Good Housekeeping, Sheerluxe, Woman and Fabulous.