Mackie’s Ice Cream – Podcasts & programmatic
Mackie’s Ice Cream – Podcasts and programmatic
Campaign Objectives – to increase sales of Mackie’s ice cream
Target Audience – Females 40+ ABC1 foodies, selected mosaic segments
Geography – Across the UK with a southern upweight
Activity – Podcast sponsorship, digital audio, digital audio creative & production, and programmatic
Results – 7% overdelivery on podcast campaign, 15% additional impressions across digital audio and 13% overdelivery across programmatic
Did you know that some MEERKATs, particularly northern ones, have a sweet tooth? Well, our MEERKAT gnashers have certainly been seduced by the simply delicious offerings of Mackie’s Ice Cream and Mackie’s Chocolate. We enjoy being involved in all sorts of food and drink advertising, but we’re particularly impressed by the Mackie’s ‘Sky to Scoop’ ethos – making their ice cream and chocolate with renewable energy from their dairy farm in Aberdeenshire.
The first campaign we planned was promoting Mackie’s chocolate across Scotland using digital audio platforms. The success of this led to the MEERKAT team working on a campaign for Mackie’s traditional real dairy ice cream.
MEERKAT secured the sponsorship of the BBC Good Food podcast, hosted by Tom Kerridge for Mackie’s. This ran alongside a targeted programmatic campaign across various formats, such as High Impact, YouTube, Programmatic video and standard banners.
The use of programmatic activity allowed us to fine tune the media and precisely target the key demographics across the summer months and into late Autumn.
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