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Food Public Relations Drum News

Icefresh Foods appoints MCGPR for cartoon character ice cream lollies


By The Drum Team | Editorial

March 20, 2012 | 1 min read

Icefresh Foods has appointed MCGPR to support the launch of its latest licensed products: ice cream lollies in the shape of cartoon characters Peppa Pig, Thomas the tank Engine and Hello Kitty.

MCG will create a consumer PR campaign, encompass media relations, sampling and competitions, to encourage parents and kids to try the fruit-flavoured ice creams.

Each product will also feature on-pack promotions this summer to win character related prizes.

Scott Wilson, brand manager at Icefresh Foods Ltd, said: “We are well established supplying own label frozen desserts and holding the license for Weight Watchers Iced Desserts and are delighted to be using our expertise to partner with Entertainment One, Sanrio and Hit Entertainment to create these new character ranges.

“MCG’s experience and understanding of the particular requirements of joint PR with licence holders coupled with their food and drink expertise made them an obvious choice for this project.”

Food Public Relations Drum News

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