The California Milk Advisory Board asked Torme-Lauricella to create a month-long public relations program to promote California ice cream to California consumers as part of national “July Is Ice Cream Month.” Our goal was to create consumer awareness of California as the leading dairy state and largest producer of ice cream.
Using national “July Is Ice Cream Month” as a springboard, we set out to educate consumers through the media about the high quality and freshness of ice cream made from California Milk. We developed and mailed California food editors an array of materials, including California ice cream industry facts and trivia, a news release featuring homemade ice cream cake recipes, and artwork. An intensive broadcast effort was focused on generating coverage on television news programs in California’s top media markets. A pitch letter with “Cool Ice Cream Facts” was distributed to assignment editors and meteorologists of newscasts at major television stations. A catered “Ultimate Ice Cream Sundae Bar” was offered for use on air and anchors were provided with key message points about California’s ice cream industry.
The media responded positively to this fun and informative pitch. We received nine television placements in California’s top five markets. Segments featured news anchors reading California ice cream facts, as well as on-location segments at California ice cream parlors and our own ice cream spokesperson demonstrating on air how to prepare ice cream sundaes. More than 25 newspaper articles were generated, including front-page food section features.
