Public Relations

National Ice Cream Competition

The Ice Cream Alliance are deeply committed to fostering creativity, inclusivity, and community within the industry. Actively encourage new talent and businesses from all backgrounds to engage and thrive. As the leading voice in the ice cream sector, ICA continues to drive the industry’s future while celebrating its rich heritage.

The Brief:

We were tasked with securing PR coverage for 14 winners of Ice Cream Alliance's 2025 National Ice Cream Competition.

Our Approach:

The National Ice Cream Awards presented a prime opportunity for media coverage, and we came prepared with a strategic plan to make the most of it.

Our team attended the awards ceremony in Birmingham to identify the winners in real-time and gather quotes directly from them for timely and personalised press releases.

In just one day, we crafted and distributed 14 tailored press releases, each sent to a carefully selected list of national and local media outlets. With speed being critical, this rapid turnaround helped maximise visibility while the news was still fresh.

Beyond the press release distribution, we coordinated with journalists to arrange interviews, facilitate photoshoots, and provide additional materials as needed. We also engaged in reactive pitching, identifying media opportunities for some winners. Such as placements in food roundups and family business features.

At the close of the campaign, we provided each winner with a comprehensive PR report, detailing their media coverage and impact.

The Results:

We secured 70 pieces of coverage (an average of 5 placements per winner), with a total of 1.99 million estimated views.

Our placements had a healthy average domain authority of 57, and a total of 1.96k engagements, which is helpful in driving traffic to websites and thus, sales.

Our winners were featured in notable outlets such as ITV, Yahoo News and MSN, as well as local and regional media.

Through fast execution, strong storytelling, and effective use of our journalist network, we delivered impactful coverage and ensured the winners’ stories were seen, shared, and celebrated.

Looking to get your brand in front of journalists? Get in touch!