The Ice Cream Alliance (ICA), the UK’s trade association for the ice cream sector, is mobilising its members, the wider industry and other parts of the hospitality sector to promote their products to all those holidaying in the country this summer.
The campaign is called the Great British Ice Cream Staycation and is encouraging businesses of all types and sizes to get involved. A free, downloadable DIY Marketing Toolkit is available now at www.ice-cream.org/webform/great-british-ice-cream-staycation
ICA's CEO Zelica Carr said, “Ice cream parlours and ice cream vans have been hard hit in this pandemic losing a total of £289million 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.”
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.
Carr 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 twelve months.
'We are providing marketing materials, guides and templates free to everyone who wants it – not just to ICA members.”
The ICA surveyed members on the effects of the pandemic on business in 2020*. It revealed that 90 ice cream parlours have closed in the last twelve months and that 800 mobilers have ceased trading over the same period. However, the governments Furlough Scheme has been a life saver for many businesses with up to 62% of staff furloughed at some point during the pandemic.
Carr concluded, “The ICA was founded just after the Second World War to promote a fledgling sector during the post-war years. The ice cream industry successfully expanded since then but has faced its biggest threat since the war from the pandemic. We felt the ICA had to play a major role in helping our sector to recover and flourish again.”
