The story in brief
Rowntree's put its ice lollies in front of shoppers and social feeds in Newcastle, Manchester, London, Glasgow and Leeds. Our teams set up deck chairs at busy landmarks, shared the moment on their own channels and generated almost 300,000 social impressions.
- Client
- Rowntree's
- Sector
- Frozen confectionery
- Format
- Multi-city street activation and social campaign
- City
- 5 UK cities
- Staff type
- Brand ambassadors, Brand activation staff, Product sampling staff
01
The brief
Rowntree's wanted to create a buzz around its ice lollies in five major UK cities: Newcastle, Manchester, London, Glasgow and Leeds.
The idea was to use our own staff, rather than traditional influencers, to generate authentic social engagement and grow social impressions.
02
What we did
We put teams of up to 20 brand ambassadors in each city, positioned with deck chairs, parasols and props in front of busy locations and recognisable landmarks.
One consistent event manager ran stock and team management across the campaign, supported by campaign vehicles, with remote staff management around the clock outside live hours.
03
How it ran
- Street presence: deck chairs and parasols gave each site a holiday feel that drew attention.
- Social sharing: staff posted photos of their moments in the sun on their own social channels.
- Public involvement: people who joined #RowntreesLolliday received vouchers for Rowntree's ice lollies or branded beach towels.
- Reach: face to face and online, the campaign generated almost 300,000 social impressions across the five cities.
- Tracking: social posts and campaign reach were managed and tracked with web tools.
Where it ran
5 UK cities
Get a quote
Running a multi-city street activation? We will staff every city.
Why Executional
- 2007Established
- 6,000+Staff on our books
- 3,000+Clients
- 40UK staffing hubs
- 4.9Rated on Google
- 24/7Support
