The Ice Cream Alliance (ICA) trade association in the United Kingdom is mobilizing its members, the wider industry and other parts of the hospitality sector to promote their products to all those holidaying in-country this summer. The campaign is called the “Great British Ice Cream Staycation,” and a free, downloadable DIY Marketing Toolkit is available now at www.ice-cream.org/webform/great-british-ice-cream-staycation
“Ice cream parlours and ice cream vans have been hard hit in this pandemic, losing a total of £289 million in income in 2020,” said ICA CEO Zelica Carr. “And that’s just the tip of the iceberg when you add lost ice cream sales in cafes, restaurants and hotels and the economic impact to businesses along the supply chain – manufacturers, flavor houses, wholesalers and many others.”
The Great British Ice Cream Staycation campaign is all about reminding people what a delicious, fun, happy and affordable treat ice cream is and what iconic childhood memories it generates. Of course, it is also about supporting ICA members and the Ice Cream industry to safeguard their survival.
“This campaign is not about dictating to businesses how to market their products,” said Carr. “It’s about harnessing everyone’s creative flair and dynamism and providing them with the tools – across digital marketing, PR, influencer marketing, POS – to maximize sales and bounce back from a truly horrid twelve months. We are providing marketing materials, guides and templates free to everyone who wants it – not just to ICA members.”
The ICA surveyed members on the effects of the coronavirus (SARS-CoV-2) pandemic on business during 2020. It revealed that 90 ice cream parlours have closed in the past year, and that 800 mobile ice cream sellers have ceased trading over the same period. However, the UK governments Furlough Scheme has been a life saver for many businesses with up to 62% of staff furloughed at some point during the pandemic.
“The ICA was founded just after the Second World War to promote a fledgling sector during the post-war years. The industry successfully expanded since then but has faced its biggest threat since the war from the pandemic. We felt the ICA had to play a major role in helping our sector to recover and flourish again,” concluded Carr.
