Published on : Tuesday, September 6, 2016
Aberdeenshire’s iconic Dunnottar Castle is to adorn 150,000 one-litre tubs of Mackie’s ice cream, as part of a promotion with VisitScotland.The North-east food and farming giant has teamed up with the national tourism organisation for an online and ice cream tub on-pack campaign promoting Aberdeenshire and #ScotSpirit.
Earlier this year, VisitScotland launched its biggest ever global campaign and social movement – Spirit of Scotland. The multi-million pound campaign is built on extensive research that shows the people think Scotland has a unique spirit – whether it’s the magic of the landscapes or the warmth of the people. It has already been hugely successful, with more than 160,000 shares of #ScotSpirit since launch.
VisitScotland has revealed its own #ScotSpirit with a new brand, website, TV advert and launch of an innovative digital marketing approach and online community. The national tourism organisation is asking people from all walks of life, from all parts of the world what #ScotSpirit means to them.
Dunnottar Castle plays a starring role in defining the ‘spirit’ of Scotland in the campaign. It has featured on advertising in the London Underground, in media and in direct mail packs as part of the campaign.
The partnership between Mackie’s and VisitScotland comes on the back of two previous successful joint campaigns in the Year of Homecoming 2014 and Scotland’s Year of Food and Drink 2015. The on-pack design will include an image of Dunnottar Castle, part of Scotland’s Castle Trail, as well as the Spirit of Scotland branding.
The promotion, which aims to promote the region, offers people the chance to win a family break to Aberdeenshire and will run from September through to April 2017. It will appear on 150,000 one-litre tubs of Mackie’s ice cream, which are distributed into all major national supermarkets), and through Mackie’s digital channels.
The lucky winner will scoop a two-night B&B family break at Meldrum House Hotel, a VIP tour of Mackie’s Farm, a year’s supply of Mackie’s ice cream and chocolate and £100 travel expenses.
The Mackie family has been producing its famous ice cream from the 1,600-acre Westertown Farm, near Inverurie, since 1986 and has now also branched out into chocolate and crisps. The wind, land and cows help to produce the fresh milk and power for the ice cream dairy. Referred to as the ‘sky to scoop’ process, the wind provides power for the farm that grows the crops, to feed the cows who make the milk and cream in.
Mackie’s ice cream. They also produce their own packaging on-site as part of their aim to become one of the most eco-friendly businesses in Scotland.