Background

Founded in 1860, The Ice Co° is Europe’s leading manufacturer and supplier of ice and the No.1 selling ice brand in the UK. They are stocked in most major supermarkets around the country including Waitrose, Tesco, Morrisons and Sainsburys.

‍

Challenge

The weather is a hugely important factor when selling ice during the summer months - The Ice Co°’s peak season. However, in the UK summer is a more uncertain affair than elsewhere. It is difficult to predict whether the summer will be a knockout or a washout. By analyzing their sales data, the Ice Co° identified the critical combination of weather conditions that really moved the needle. They discovered that when the temperature was above 20°C and the sun shone, there was a hockey-stick uptick in ice cube sales. One or the other alone did not produce this effect.

‍

Objective

The main objective of the campaign was to reach audiences across the UK on Facebook & Instagram with hot weather messaging, on days when the weather was above 20C and sunny.

‍

Strategy & Execution

Armed with these insights, The Ice Co° partnered with WeatherAds for the activation phase of their campaign. “Having a digital advertising platform ready for when it reaches a specific temperature has always been a challenge. We do a lot of our advertising on social media, and to have found a simple-to-use platform that integrates with the social networks we use was why WeatherAds appealed to us the most.”

Results

“Our campaigns performed great as we were able to be specific with the messaging in the areas we were reaching with our social adverts. We saw a reduced cost per thousand people reached and a higher engagement rate”

- Jessica Wilsdon, The Ice Co.
‍