Nice Ice

1. Script
Slide 1
Good morning everyone. My name is Ali Hassan Arshad and today I am presenting to you a PR
campaign that will see your company, Nice Ice, an iconic ice cream brand, refresh its image and
compete in the ice cream market.
Slide 2
What do we want to achieve as the Chosen PR agency for Nice Ice?
 We want to be up there competing with the big boys, survival is the key and we need to
make sure we’re up there selling with the leading ice cream brands.
 Raise the profile of the brand in the media- Social media is key; it’s innovative and it’s
becoming one of the main components of attracting consumers.
 Promote the next “Big Flavour”- People want something new and fresh and by creating a
new campaign to promote new flavours we can help achieve this. This allows us to reach out
to consumers and get feedback from them.
 Create a USP and raise brand identity
 Refresh the image- Yes Nice Ice is iconic, but it needs to remain in the spotlight and achieve
the objective of refreshing its image
 Be popular during the Summer- The main time of selling and competing for ice creams is
during the summer.
 Make money!!!
Slide 3
Now How Do We Achieve This?
We firstly have to do our research and one of the best ways to do that, is to look at what your
competitors are doing.
Competitors
Back in 2013, Cornetto focused on promoting their brand at young teens with their successful
Cupidity campaign. Short love stories were uploaded onto YouTube and Cornetto worked extensively
on their social media branding by promoting the #sharethelove hashtag a referral to sharing the
video to increase its exposure. The first video in the series has over 2m views as of today. Whilst on
social media platforms such as Facebook, they have over 10m likes on their page, in comparison to
other ice cream brands such as Ben and Jerry’s with 7m.
Now I’m not saying let’s start spending our PR budget on creating movies for YouTube, however
what I am saying, is that we need to attract the consumers that are popular in the ice cream market,
which evidently is young adults and use similar platforms .

2. Slide 4
Same with Ben and Jerry’s - They interact with their consumers through heavy social media
promotion. New flavour announcement allows consumers to know that a new flavour of ice cream
has been released and an eye catching photo entices people to buy it.
Slide 5
The Plan
So the plan, to be able to attract and increase sales during popular periods of ice cream selling such
as the summer, we need to become more prominent on platforms such as social media or regional
forms such as magazines. Whether it’s engaging in a two way communication between seller and
buyer, or uploading an image of a celebrity eating your branded ice cream- it’s simple and highly
effective. People will therefore see it, the exposure will be greater and people will therefore want to
buy the ice cream.
There’s no point in creating a campaign and then not having a platform to inform and spread the
message on, that’s why if we want to attract both a national and regional media system- being able
to work effectively on social media and in magazines is essential.
Slide 6
The Create a Flavour Campaign- The quirky idea
As we’ve spoke about how important social media is, it’s essential we look at a campaign we can
help to promote, attract and engage users. To engage with the consumer the campaign should
revolve around their ideas, their creativity and should essentially be thought provoking.
That’s exactly what “The Create a Flavour Campaign” will bring.
The campaign, allows consumers to create a flavour of an ice cream they think Nice Ice Cream
should make and sell. To help push the initiative and actually get people to participate in the
campaign, a competition will be set, whereby the top 3 flavours will be chosen. The people who
created the flavour will then win prizes and rewards.
Slide 7
This will be the valuable USP, many of our competitors are tentative to promote a ‘Create a flavour
campaign’ due to the tried and tested approach of their previously successful brands. But this idea is
the definition of quirky, it’s unexpected, people now have the chance to create their own flavours
and see it in the national and regional supermarkets. Plus it allows the consumer or the participant
to be imaginative, create a flavour out of nothing and turn their kitchen into a science lab where
quirky ideas and flavours can be created.
Slide 8
The Implementation

3. We've spoke about the plan and the platforms in which we will get this message across, but we must
combine the two together to create the essential plan of implementation.
The idea is to remain specific to the core of Nice Ice's target market, young adults and teens, but the
ideas of implementing can be broad for example, for online via Facebook and Twitter, we can post
content of how consumers can enter the competition and focus heavily on promoting the prizes that
are on offer- vouchers, free Ice Cream for a year etc. Images on Twitter and Facebook are both
appealing and effective, an image of a new flavour created by a consumer allows for others to react
and get involved.
Another online piece that's effective is YouTube, a video competition, asking consumers to "show us
how to make it", or show consumers how to get involved, every view or like shows the exposure it’s
getting and shows how effective the campaign is to view for the consumer.
More for a regional basis, we could look at turning Nice Ice into a human, our lovely Ms Nice Ice,
could visit regional supermarkets to promote the campaign by asking shoppers to create a flavour
using the ingredients in the supermarket. Every visit could become some sort of a promotional tour;
every visit to a regional supermarket will be followed by the press or food bloggers of the area who
will be taken along in the tour. Press coverage whether it’s through ice cream magazines such as,
“The National Dipper”, or articles in the local paper, can become a major factor in promoting the
campaign, as it gains exposure for those people who don’t go online. Therefore we are catering and
promoting for both an online and regional audience.
Slide 9
Evaluation
To evaluate the progress of the campaign, it’s very important that we in take regular meetings with
the in-house marketing team to analyse the methods of the campaign and whether they are being
implemented to its full potential.
Meetings will take place a month before the campaign would start, allowing us time to come to
make adjustments to the campaign if needed. The meeting will also allow us to come to the
conclusion surrounding the budget that needs to be funded for the campaign, the social media
campaign may not be as costly as the Mrs Nice Ice tour. We’ve estimated that the campaign may
cost between the regions of £25,000 and £30,000 due to the heavy use of Ms Nice Ice touring the UK
for our regional promotion and the need to promote the competition and prizes.
Meetings will then be taken place in all three months of the campaign; this will allow us to evaluate
the current position and how well the campaign is doing and judging its progress we can come to
conclusions about its success. This meeting will also allow for future planning especially leading up to
summer time, and whether the campaigns effectiveness can help achieve the target of being popular
during summer.
Finally, a meeting after the campaign will take place which evaluates the campaign in general,
debating whether the campaign has successfully refreshed the image of Nice Ice through- press
coverage of Ms Nice Ice, the amount of participants in the “Create a Flavour Campaign” and whether
there has been a clear up scale in consumers buying Nice Ice creams.

4. So thank you for watching my presentation and I hope to hear from you very soon about prospects
of working together. 10