Snowflake
PRODUCT INNOVATION
PR
Snowflake’s luxury gelato boutiques are aspirational destinations for all things sweet. But when they secured prime retail space in Selfridges Food Hall, it was time to go bigger than ever before. As well as catching the attention of hungry customers, Snowflake wanted to showcase their products’ quality and provenance.
The challenge
On the surface, our brief was to raise the profile of Snowflake’s Selfridges concession. The added complexity was that the campaign had to go from concept stage (at this point we had no concept) to delivery before the end of summer…which was less than a month away.
We love a challenge.
97
pieces of coverage
112m
potential customers reached
£10k
in direct revenue…in days!
The solution
Launch parties and media events were too low key for us. Shock tactics were needed. We proposed a campaign celebrating the icon of British summer, the humble 99. With a twist. Instead of selling simple ice cream in a cone for 99p, Snowflake would sell a gloriously complex ice cream in a golden cone for £99. We worked with Snowflake’s development team to bring the concept to life.
The Billionaire was born.
The outcome
A small selection of tier one press and influencers were invited to Selfridges to try The Billionaire and to get an exclusive on the story. The Evening Standard was the first to run with the story, and it snowballed from there.
In total 97 pieces of coverage were achieved, reaching a theoretical audience of 112 million. Coverage highlights included Business Insider, BuzzFeed, CNBC, Good Housekeeping, Metro, Mirror, Tatler, The Sun, The Times, and Time Out, Heart FM, The Wright Stuff and ITV's This Morning
The Billionaire generated more than £10,000 in direct revenues, significantly bolstering foot traffic and indirect revenues as well.
Thanks to the exceptional detail the coverage went into on the fine and rare ingredients used in the Billionaire, Snowflake's message of quality and provenance was brought to life too.