March 24, 2009
BRAND PR: Adventures In Ice Cream.
Fredericks, the UK’s largest independent ice cream producer, has hired consumer agency Taylor Herring to work across three of their biggest brands – Cadburys, Del Monte and brand new boutique product Antonio Federici.
Analysts at Fredericks are predicting a bumper summer for ice cream sales. Bookings in British seaside towns are hugely up on previous years as holiday makers ditch European holidays in favour of UK resorts.
Taylor Herring will oversee the brand launch for Federici, which offers – Pistacchio, Panna Cotta and Gianduia (chocolate and hazelnut) flavours.
Faithfully recreated from a 100 year old family recipe, the grandsons of ice cream pioneer Antonio Federici, Frank and Philip have brought back the gelato taste they enjoyed as children on the Italian Riviera. The range will be available exclusively at 315 Sainsburys stores across the UK in April, with a full roll-out in September.
Cadbury’s Flake 99 and Del Monte Fruit Smoothie products will feature in a high profile national and regional PR campaign that includes stunts, events and an online elements.
Fredericks is a business forged by pioneers – the company developed the Mars Bar Ice Cream in 1988, reinvented the iconic Flake 99 in 1999 and created the World’s first wobbly lolly in 2007 with Jelly Babies. In 2008 the company was named the Most Innovative Ice Cream company in the World and received The Grocer award for the Top Launch in Ice Cream.
Account Director Kat Taylor and a team of four will report directly to Jacqueline Walters, Marketing Manager at Fredericks.
Jacqueline Walters said; “We are excited about working with Taylor Herring. The brand sparkle that they deliver for entertainment and media clients caught our eye and we wanted a dynamic creative approach that is line with our own vision for these leading brands.”
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