The Big Idea

Remind adults of the much-loved childhood brand whilst introducing Mr. Freeze to the next generation.

Priestley Group

Iconic freezepop brand, Mr. Freeze, was preparing itself for sale and wanted to increase its brand equity and listings in the run-up to it. Rumpus was given the challenge of bringing the brand into the 21st century while also still retaining its retro connotations. The key objective was to remind adults of the much-loved childhood brand whilst introducing Mr. Freeze to the next generation.

Approach

What we did...

Priestley Group

We were tasked with trade PR in order to support listings and build the brand within the industry to make it more attractive for purchase. This included a press office function securing coverage for new

To drive the pull factor with consumers we launched Mr. Freeze on social media with Facebook, Twitter and Instagram pages all launching and being managed by our digital team. They had a buttoned-down approach in terms of testing and researching audience profiles to ensure we targeted the right people on social media.

The strategy was two-fold, as we had to target both teenagers and parents, due to those audiences over-indexing in terms of sales. We introduced many engagement tactics, including gamification, video and spot the difference competitions, and used paid media to amplify the messaging.

Mr. Freeze was also sampled at a number of festivals and shopping centres in order to further secure that brand love and remind the UK of their favourite ice pop.

The Results

What we achieved...

0+
digital followers
0Major Supermarket listings
The brand achieved two major supermarket listings after Rumpus placed Mr. Freeze on the map within the ice cream and frozen food sector
0
more than 50 Pieces of trade coverage

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