Del Monte

engaging 007 to launch a new iced lolly brand

The Brief

Fredericks Ice Cream, producers of Del Monte iced lollies, tasked Taylor Herring with creating a noisy campaign to drive awareness (and ultimately sales) of their range of iced smoothies, paying particular attention to a new superfruit flavor.

The idea…

We knew from customer insights that the cored purchaser (a tabloid reading female age 25+) had a healthy obsession with celebrity culture.

We responded to the brief with a picture stunt that would be supported up by an original piece of research.

We would poll women across the country to vote for their coolest, smooth talking, male celebrity (their ‘Coolest Smoothie’) – and then immortalize him as an ice lolly.

Bond actor Daniel Craig topped the vote and our hired-in food artists set to out to recreate that iconic trunk pose when 007 emerges from the sea in Casino Royale. 

Over a six week period the team worked tirelessly to produce a mini sculpture from which a mould could be created. They tested and finessed the smoothie mix to ensure that the resulting lollies were incredibly detailed and faithful replicas of Daniel Craig.

Model Rachael Carr was engaged for a photo shoot as was a leading food photographer.  The resulting pictures of the lolly along with a witty press release were sold in to print media, online, TV and radio with Fredericks Creative Director positioned as spokesperson.

Results…

On Monday 1 June the story hit with fully credited images and articles appearing across The Times, The Sun, Daily Mirror, Daily Star, Daily Sport, Daily Record and Metro as well as The London Paper.

BBC Breakfast featured the lolly on their programme as did Friday Night with Jonathan Ross (BBC ONE), Loose Women (ITV) and Market Kitchen (UKTV Food)

Our spokeperson completed 12 radio interviews including the Chris Evans and Terry Wogan shows on BBC Radio 2 and Heart FM.

Online Taylor Herring’s digital arm Force Ten achieved huge coverage for the story including BBC online, Sky, Yahoo, MSN, Heatworld, Perez Hilton, E! Entertainment News, and Ananova as well as all national newspaper websites.

The story very quickly went global with newspapers including LA Times, New York Post and Melbourne Herald running fully credited words and pictures.
Branded coverage for the story, which resulted in a significant sales uplift, reached 769 million people around the world, with 35 million via print, 37 million via broadcast and whopping 697 million online – and the number is still growing.