McVitie’s runs experiential featuring ice cream from Brits’ favourite biscuits
Tuesday August 18, 2015 at 9:54am
McVitie’s has been running experiential activity involving free samples of ice creams made using the company’s biscuits. The ice creams have been handed out to the public for free from McVitie’s new Sweeet ice cream van. Flavours include Earl Grey Rich Tea, Salted Caramel & Chocolate Hobnob and a Jaffa Ice Cream Cake. Research by McVitie’s found that nearly a third (29 %) of those surveyed listing ‘eating ice cream’ as the thing they most associate with the British summertime, which the company says triggered the ice cream campaign. The McVitie’s Sweeet van toured London landmarks earlier this month, with biscuit and ice cream fans encouraged to simply tweet their whereabouts @McVities using #sweeet for a visit. Kerry Owens, United Biscuits’ Acting Marketing Director for Sweet Biscuits, says: “We’re always looking for more versatile ways to bring our Sweeet range of biscuits to people in new and exciting ways, and while we can’t guarantee you a sizzling hot summer, we can promise you’ll love our range of delicious, biscuit-infused ice creams.” The McVitie’s limited edition ice cream range includes: Jaffa Ice Cream Cake;Raspberry Ripple Digestive;Earl Grey Rich Tea;Rum & Fruit Shortcake;Salted Caramel & Chocolate Hobnob;Green Tea & Ginger Nut Sorbet The top 10 list of things people associate with British summertime include: A trip to the seaside 41%;Enjoying a barbecue 34%;Eating an ice cream 29%;Wimbledon 24%;Enjoying a picnic 22%;Sitting in the park 22%;Wearing shorts 18%;Sunbathing 17%;Drinking Pimms 9%;Eating fish and chips 7%.