Nestlé-owned ice lolly brand Fab is taking over Bernie Spain Gardens on London South Bank to launch its summer roadshow this Saturday, before taking the experiential activation around the UK over the next six weeks.

The #myfabland roadshow will be at Bernie Spain Gardens, a green space between Gabriel’s Wharf and the OXO Tower on the London South Bank, from 12.00pm – 6.00pm on July 7 2018 with a free event for families. Children will be able to experience exploding confetti sprinkles geysers, huge Fab lolly mazes, ball pit moats, supersized slides and more fab fun.

Alongside the #myfabland tour, there is also a competition running on Facebook offering a family of four the chance to win a VIP package to the Bristol Balloon Fiesta.

The #myfabland experience has been designed and managed by i2i Marketing.

After opening on the South Bank, #myfabland will be touring across the UK throughout July and August at the following locations:

• Bernie Spain Gardens, London South Bank: July 7, 12.00pm-6.00pm
• Birmingham Bullring: July 13-15, 10.00am-6.00pm (daily):
• Bournemouth: July 20-22, 10.00am-6.00pm (daily)
• Sunderland Air Show: July 28-29, 10.00am-6.00pm (daily)
• Nottingham Riverside Festival: August 4-5, 10.00am-6.00pm (daily)
• Bristol Balloon Fiesta: August 9-12, 12.00pm-8.00pm Thursday, 10.00am-6.00pm Friday – Sunday
• Plymouth Plaza: August 17-19, 10.00am-6.00pm (daily)

Further details are on the Fab Facebook page.

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Häagen-Dazs is making its first foray into fashion with ‘The House of Häagen-Dazs’ during Berlin Fashion Week.

‘The House of Häagen-Dazs 48 Hour Collection’ kicked off today, July 4th, and runs for the two days of InStyle Lounge (July 4th to 5th) during fashion week and sees the brand challenge young fashion designers to use a new Häagen-Dazs packaging pattern to inspire a real-time street style collection.

The pattern at the centre of this challenge is an exclusive design by renowned Dutch artist, illustrator and occasional art director, Merijn Hos. It will appear on Peanut Butter Crunch packaging, one of the brand’s most on-trend flavours, from 2019. The new pattern forms part of a packaging relaunch of the entire Häagen-Dazs range, unveiling bespoke pattern designs by different artist and designers for each ice cream flavour in 2019.

The Berlin Fashion Week initiative has been put together by London-based creative agency Space.

‘The House of Häagen-Dazs 48 Hour Collection’ challenges three up and coming students at fashion design school Lette Verein Berlin to create a street style look inspired by this new pattern designed for Häagen-Dazs’ Peanut Butter Crunch flavour. Visitors to the InStyle Lounge at The Humboldt-Box Berlin on July 4th-5th 2018 will be able to see the students cut, sew and finish their creations in the lounge.

The winning design will be awarded The House of Häagen-Dazs 48 Hour Collection €2,500 fund, giving one student a helping hand towards building his or her future fashion career.

Visitors to Häagen-Dazs’ InStyle Lounge will have exclusive access to a limited import batch of the redesigned ice cream and will see the Peanut Butter Crunch inspired fashion collection being created live. They will also receive exclusive tote bags and t-shirts featuring the new pattern from the students’ street style designs.

The collection will feature in a promotion in the September edition of In-Style Germany.

“We launched Peanut Butter Ice Cream earlier this year, bringing an on-trend ice cream flavour to the market. It’s great to see how the new design for this flavour comes to life in such an extraordinary way with our first House of Häagen-Dazs fashion collection”, says Adriana Cantú Robles, Head of Marketing of Häagen-Dazs Germany.

David Atkinson, managing director at Space, adds; “This initiative into street style is a bold first for Häagen-Dazs. We’re delighted to have been able to align the brand with championing grass roots design. Häagen-Dazs already has a phenomenal reputation as a style and design pioneer, and we believe this initiative will appeal to the passions of a next generation of German ice-cream aficionados to try the hugely popular Peanut Butter Crunch flavour.”

The Häagen-Dazs brand is owned by General Mills, which also owns a portfolio of dynamic market-leading brands including Old El Paso, Green Giant, Betty Crocker, Nature Valley and Jus-Rol.

Space is an award-winning integrated marketing agency which works across social, mobile, outdoor, in store, on-pack, in print, live or virtually. Clients include Heineken, Arla Foods, William Grant & Sons, General Mills, Eurostar, Sky, Coral, Bundesliga, UEFA, NBA and AELTC. Our work has been globally recognised with four ‘best in the world’ awards.

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Cornwall will be coming to Observation Point on London’s South Bank on Monday 14^th May to kick off a UK-wide roadshow for ice-cream company Kelly’s of Cornwall, offering consumers the chance to sample its range and enter a competition to win a Cornish beachside weekend break.

The Kelly’s of Cornwall Grand Flavour Tour was created to bring a taste of the Cornish Seaside to the rest of the UK, using distinctive Cornish icons.

The activation has been created by i2i Marketing and the stand design was inspired by Kelly’s of Cornwall latest ‘Cornish-speaking’ TV advertisement, which also launches on May 14^th. The Kelly’s of Cornwall TV ad was created by award-winning agency, Isobel.

The London debut will showcase the world’s first “Kelly’s of Cornwall Ice Cream Pasty”. TV chef and Kelly’s ‘ice cream sommelier’ James Strawbridge will be inviting passers-by to try innovative “Cone-ish pasties”, which are made of sweet-filled crumbly pastry.

This works like an ice cream cone and will be topped off with a choice of three Kelly’s ice cream desserts:

• Cream Tea Cone-ish Pasty with Kelly’s Berry Eton Mess ice cream
• Spiced Apple & Date Crumble Cone-ish Pasty with new Kelly’s Butterscotch Pecan ice cream
• Red Velvet Cone-ish Pasty with Kelly’s Clotted Cream ice cream

The unique Cone-ish pasties have been developed by James Strawbridge in association with Wild West PR.

The Kelly’s of Cornwall Grand Flavour Tour will then be travelling around the UK to share its uniquely Cornish Ice Cream at 36 supermarket locations over six weeks.  Visitors will be able to sample the Kelly’s take-home flavour range with a variety of toppings and will be invited to vote for their favourite flavour via digital touch screens on the stand, with a chance to win a beach-side “Flavour of Cornwall” weekend break.

The results of the vote will be shown every week on the Kelly’s Facebook page, along with upcoming roadshow locations, with the nation’s favourite flavour announced at the end of the tour.

i2i Marketing is a multi-award-winning brand experience agency that creates exceptional experiences with a personal touch. A member of UK trade body The Institute of Promotional Marketing (IPM), i2i’s clients include Froneri, Philips, AG Barr and Genius.

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McCain has launched an on-pack promotion offering consumers free tickets to participating attractions across Britain.

The activities on offer include tree top adventures, go-karting, Segway tours, scuba diving and trampolining, at more than 1,000 locations including large venues and companies, such as Thorpe Park, Legoland, Awesome Walls and Team Sport, and small ones, such as the Bath Postal Museum or the Pencil Museum.

McCain says it wants to encourage families to “participate in activities they might not normally consider at the weekend”, and the promotion will run from April 1^st for 12 weeks. Promotional packs will be available across variants and pack formats within McCain’s frozen French Fries range.

To enter, customers need to purchase a promotional pack in-store and enter their quality code on the competition website www.mccainfreeticket.co.uk. They will then get a voucher which entitles them to claim a second ticket of equal or lower value when they purchase one (so if they buy an adult ticket, they can claim either an adult or child ticket for free; if they buy a child ticket, they can claim another child ticket).

Entry is only open to residents of Great Britain (England, Scotland and Wales) and excludes residents of Northern Ireland and the Republic of Ireland, as well as McCain employees and their immediate families of McCain Foods Ltd and anyone professionally connected to the promotion. Consumers can only claim once per promotional pack bought.

The promotion has been put together for McCain by Manchester-based marketing agency ZEAL Creative, with input from fixed fee company Umbrella and Cheshire-based digital agency DX Digital.

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Frozen food brand Aunt Bessie’s will be donating all profits from the sale of its Homestyle Yorkshires to homeless charity Shelter again this year, to mark National Yorkshire Pudding Day (February 4th, 2018).

Last year, the brand raised £20,000, and has said that it hopes to double the amount this time around.

Aunt Bessie’s promotional packs, with a flash advertising the Shelter partnership, went in store at the end of January.

The Aunt Bessie’s brand is owned by Yorkshire-based food company, The William Jackson Food Group, which also owns bread brand Jacksons Bakery, freshly prepared salad and vegetables brand Myfresh, organic food delivery company Abel&Cole and healthy snack brand The Food Doctor.

In addition to Shelter, Aunt Bessie’s has previously worked with charities including Age Concern, Help for Heroes, and local Yorkshire charities.

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The UK’s best-selling thin and crispy frozen pizza brand, Dr. Oetker Ristorante, booked out the First Class carriage on First Great Western’s 15.36 service from London Paddington to Cheltenham Spa on Wednesday April 26 and created a Silver Service pizzeria experience for 32 lucky commuters.

The 32 commuters were given ‘golden tickets’ to upgrade their standard train tickets as they boarded the train at London Paddington. Impeccably-dressed servers greeted the passengers as they transformed an entire First Great Western carriage with white linen tablecloths set with real crockery and glassware, serving a selection of fine wines.

Then, as the train pulled into Didcot Parkway station at 16:16, 16 more waiters boarded the train, each carrying two individual pizzas under silver cloches. In just 60 seconds they boarded, served the 32 passengers and exited before the train doors closed for its onward journey.

The Dr.Oetker team ensured 32 full sized Dr. Oetker Ristorante Mozzarella pizzas were simultaneously prepared just outside Didcot Parkway station in time for the train. Waiters then used a private-access route through the station to ensure the pizzas were plated and served in less than two minutes from being cooked.

Lucy Hurrell-Morgan, Brand Manager at Dr. Oetker Ristorante, says: “Commuting to and from work is something that for most simply needs to be endured rather than enjoyed. It’s understandable that by the time you make it home – you won’t feel like making an evening feel special or exciting. We wanted to surprise commuters and give people some inspiration to make their midweek evenings a little more special with a simple change – by serving our signature thin and crispy pizzas with extra-special pizzeria-style service – in a place and a time you’d never expect. If your commute can be this exciting, there is no end to the possibilities.”

Throughout April and May, the Dr. Oetker Ristorante brand is giving consumers the chance to win up to £10 off their next shop when you buy a promoitonal Ristorante pack and enter the unique code from it online at pizzaristorante.co.uk/midweek. In addition, all entrants will automatically receive a £1 off coupon towards their next pizza.

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The UK’s No. 1 frozen pizza brand, Chicago Town, has just given residents of the UK’s most remote community, the Scottish village of Inverie on the Knoydart Peninsula, “the ultimate takeaway taste” in a stunt which saw a crate containing a fully-stocked freezer cabinet packed full of Chicago Town’s ‘The Takeaway’ pizza flown in by helicopter and landed in a local field.

Chicago Town admits that the epic ‘takeaway’ delivery might seem a over-the-top but Inverie is so remote it is only accessible by helicopter or ferry, so helicopter was the only real way to ensure the villagers got their first taste of ‘takeaway’ pizza.

Inverie in Western Scotland is described by experts as “Britain’s Last Wilderness”. It has just 120 residents and is officially home to the UK’s most remote public house, The Old Forge. The whole community is so small that it shares a single postcode, PH41 4PL. The UK road network doesn’t extend to the peninsula. It is only reachable by a 17-mile hike over very rough terrain or by a regular ferry from Mallaig, seven miles away, giving the place a Guinness National Record for remoteness.

The community has just two shops and a post office to keep the Old Forge pub company. The nearest police station and doctor’s surgery are in Mallaig and the nearest hospital is in Fort William, 26 miles away. The Mallaig lifeboat acts as the community’s emergency response unit. The community is completely separated from the National Grid and acquires all its electricity from renewable energies – the primary source of power for the village is a unique hydro-electric system.

To reach the nearest takeaway would take a minimum of two hours, travelling by boat and car.

So Chicago Town decided to step in and prove there is a need for a high street takeout in the village because Chicago Town’s Takeaway “delivers the ultimate takeaway taste, straight from the freezer.”

The brand chartered a special helicopter to fly in the crate of its best-selling The Takeaway pizza range from a base in Inverness. The helicopter hovered above a field outside the village before lowering down the crate full of pizza. A Chicago Town brand ambassador squad then exited the helicopter to make sure the pizzas were in perfect condition before handing them out to the residents.

Inverie resident Ian Robertson, aged 70, said: “We’ve heard all about takeaway food being delivered elsewhere in the UK. We’ve never actually been able to enjoy one ourselves because we’re so remote no-one would ever deliver here. So to see Chicago Town make such a fuss of us today – and to get our first takeaway delivery by special helicopter – makes the wait well worthwhile. It’s definitely not something we’ll forget in a hurry. And the pizza was lovely.”

A Chicago Town spokesperson said: “We were determined that after years of doing without, we’d go the extra mile to make sure this community was able to enjoy a real takeaway experience with our ‘The Takeaway’ pizza. They all agreed the taste was so good straight out of the freezer that there was actually no need for a takeout in the village after all. It was a bold operation that took months of planning but everyone involved was determined to make it happen.”

Chicago Town has committed to ensuring that Inverie gets regular deliveries of Chicago Town The Takeaway from now on.

The Knoydart peninsula is owned by the Knoydart Foundation, set up in 1997 to buy the old Knoydart Estate and subsequently manage the land on behalf of the community and its thousands of visitors. The community controls 17,500 acres, residential properties, a hydro-electric scheme and many old buildings. All these assets were in very poor condition and it has taken many years of hard work to bring them back into working condition.

The Chicago Town brand is owned by German food group, Dr. Oetker.

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UK frozen food store Iceland is launching an interactive Facebook Live campaign devised by independent media agency the7stars and social distribution company Jungle Creations to highlight the money that can be saved if you go frozen.

The social media campaign has been created to highlight the UK’s food waste problem, with the average family wasting £700 worth of fresh food every year.

An ice statue containing £700 worth of notes will be broadcast live via Viral Thread, Food Envy and Twisted Facebook sites on January 18. The competition asks viewers to guess how long it will take the sculpture to melt for a chance to win the hidden money.

The competition is more complex than simply guessing how long ice takes to melt, however. As fish is the number one food that benefits from being sold as frozen, an on-screen host, dressed as a fisherman, will be directed by the public in real-time. Whether it’s using a hairdryer to speed up the melting, taking a coffee break or doing fifty press ups to slow it down, directions from viewers will be projected onto the wall behind the host, adding an interactive element to the campaign.

Using this film, Iceland aims to draw attention to the UK’s current food waste issue, whilst suggesting frozen food as a positive alternative. The campaign highlights Iceland’s longstanding #PowerofFrozen message.

Andy Thompson, Social Manager at Iceland, says: “We’re really excited about getting the public involved in our new campaign. Our continued #PowerofFrozen activity has always been about re-educating customers to the value and quality of frozen food, and by involving them in the campaign we hope to reach existing customers as well as new consumers who don’t currently shop frozen.”

Isobel Mooney, Digital Account Lead at the7stars, said: “We wanted to use an entertaining set up to show the general public that by using frozen food over fresh it’s not only better for the environment but also for your budgets. The campaign drives a positive message through championing interactive advertising at its best.”

The Facebook Live video can be viewed on Iceland’s Facebook page.

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Häagen-Dazs has been named the Official Ice Cream of The Wimbledon Championships after signing a five-year deal with the Lawn Tennis Association, the tournament’s organisers.

The General Mills-owned luxury ice cream brand will be supporting the partnership with a £2.5m UK-wide 360° marketing campaign, including social and digital activity, high-impact print and outdoor advertising, in-store shopper activation plus promotional packs with the official Wimbledon logo on front-of-pack.

The partnership will also see the full range of Häagen-Dazs being sold at Wimbledon as the event’s exclusive ice cream brand, from branded scooping parlours located right by Court No.1 and Centre Court, as well as ice cream kiosks selling stick bars and mini cups.

Nearly 500,000 spectators are expected to attend the championships.

Building on the momentum and premium heritage of the tournament as well as supporting its recent stick bar launch, Häagen-Dazs will be kick-starting its new role by launching a new limited edition Strawberries & Cream stick bar, to be sold exclusively at this year’s event.

Arjoon Bose, Northern Europe Marketing Manager for Häagen-Dazs, says: “Wimbledon is a strong fit for our overall strategy to increase brand saliency and elevate our iconic equity.  Awareness is going to be very high this summer and this gives us the perfect opportunity to excite and attract new shoppers, and ultimately cement Häagen-Dazs’ position as the go-to luxury ice cream brand.

General Mills UK & Ireland owns a portfolio of market leading brands including Fibre One, Häagen-Dazs, Old El Paso, Green Giant, Betty Crocker, Nature Valley and Jus-Rol.

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Frozen food company McCain is backing the launch of its new McCain Roasts frozen roast potatoes with a shopper marketing campaign in Iceland which aims to give away £1.6m of roasting trays.

Developed by Blue Chip Marketing, the activity follows on from the hugely successful Ultimate Chip Tray offer that ran through the retailer earlier in the year.

Customers will be able to pick up their tray in Iceland stores whenever they buy a 1.4kg bag of Roasts.

The large non-stick roasting tray is 100% British-made, can be used over and over again and has an RRP of £5. The packs are on offer at £2 during the promotional period, adding significant value for the shopper.

Mark Hodge, McCain Foods Marketing Director, says: “We’re offering shoppers a fantastic new product that we know they will love. In fact, 65% of consumers in an independent taste test said that new McCain Roasts were as good as or better than homemade.”

Blue Chip London Business Director Myrtle Doyle adds: “Once again McCain have launched a category-changing product and a category-leading offer. By getting the McCain brand out of the freezer and into the everyday range of cooking tools, we get to remain front of mind for shoppers whilst delivering great value for families in the run up to Christmas.”

There are 320,000 trays available, and the offer will be communicated through McCain branded counter display units, freezer back boards, window posters and online banners whilst stocks last.

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