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The Occasion
“Doing good has never been so delicious” – the Hamburg-based start-up lycka is sweetening everyone’s mouth this summer with four new vegan ice cream flavors. One particularly creamy, fruity treat lycka created together with Stefanie Giesinger: the Raspberry Chocolate Split ice cream. It is also the first Win Win ice cream where 100% of the profit goes to projects of Welthungerhilfe in Malawi. This is not only a reason to eat more ice cream this summer, but also an occasion that we naturally use in the media. The goal was to put this summer under the motto “Eat ice cream and do good”.
Execution
We focused our communications on lycka’s social commitment, which has been cooperating with Welthungerhilfe since its founding. We sent press releases to food and lifestyle media and media from the area of sustainability. Accompanying this, we sent various types of ice cream to the editorial offices for tasting.
Outcome
The news about the first Win Win ice cream and the variety of flavors convinced not only food editors, but also lifestyle media. The sampling campaign was so well received by journalists and bloggers that we are already making plans to do an ice cream shipment next year.