Ice Cream Alliance unveils campaign to help sector make the most of booming staycation market

The campaign is called the Great British Ice Cream Staycation and is encouraging businesses of all types and sizes to get involved.

The Great British Ice Cream Staycation campaign is all about reminding people what a delicious, fun, happy and affordable treat ice-cream is and what iconic childhood memories it generates. Of course, it is also about supporting our members and the ice-cream industry to safeguard their survival.

ICA chief executive, Zelica Carr, said: “Ice-cream parlours and ice-cream vans have been hard hit in this pandemic losing a total of £289m in income in 2020, and that’s just the tip of the iceberg when you add lost ice-cream sales in cafes, restaurants and hotels and the economic impact to businesses along the supply chain – manufacturers, flavour houses, wholesalers and many others.”

She added: “This campaign is not about dictating to businesses how to market their products. It’s about harnessing everyone’s creative flair and dynamism and providing them with the tools – across digital marketing, PR, influencer marketing, POS – to maximise sales and bounce back from a truly horrid 12 months. We are providing marketing materials, guides and templates free to everyone who wants it – not just to ICA members.”

A free, downloadable DIY marketing toolkit is available now at www.ice-cream.org/webform/great-british-ice-cream-staycation.