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Baskin-Robbins unveils Jubilee campaign with Nexus/H


By The Drum Team | Editorial

May 24, 2012 | 2 min read

Baskin-Robbins has unveiled a “For Queen and country” campaign designed and produced by Nexus/H to celebrate the Diamond Jubilee, offering customers 60% off every Cherry Jubilee milkshake – one per cent for every year the Queen has been monarch.

As well as this, a social media promotion will run on Facebook, featuring 31 “celebrity dressed” Corgis, one for every flavour of Baskin-Robbins ice-cream.

Each day a Corgi will be featured with the opportunity to win both daily and overall monthly prizes from free ice cream to Cineworld tickets and an Apple iPad by simply guessing the celebrity.

Abigail Holden, senior account director at Nexus/H, said: “The strategy for Baskin-Robbins is very much theme and event based and with this year’s Queen’s jubilee there was no better or bigger opportunity to promote footfall and sales whilst delivering a fun and socially engaging message.”

Giorgio Benza, marketing manager for Europe at Baskin-Robbins, said: “Our recent announcement regarding the doubling of our UK market presence over the next three years will be supported by strong and targeted marketing campaigns to support our current and future franchisees. The “For Queen and country” campaign is obviously very topical but very driven towards promoting our premium ice cream, ice cream cakes and frozen beverages to a wider audience.”

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