Manufacturing & Supply Chain

Shoppers in Northern Ireland are getting the prompt to stock up with ice cream on hot days thanks to a new, highly targeted data-driven programmatic Out of Home (OOH) campaign from dairy co-operative Dale Farm. The manufacturer has partnered with leading independent Out of Home (OOH) media agency Talon in Ireland and advertising and marketing agency Ardmore to launch this pioneering approach in Ireland for its ice cream range this summer.

This is a media first OOH campaign for advertising and marketing agency Ardmore. Dale Farm’s campaign, which is running until the end of August across multiple Adtower digital screens in retail environments in Northern Ireland, is served to audiences when the weather hits 18 degrees between 12-7 pm. This allows Dale Farm to tap into the impulse and convenience channel, capitalising on customers’ desires to eat ice cream in sunny weather.

The bold and bright creative campaign showcases a variety of Dale Farm’s ice cream selections, from its indulgent Rapture ice cream bars (and new tub range that includes Sea Salted Caramel and Honeycomb flavours) to Fruit Hoops and other ice lolly favourites such as ‘Mr Frostie’, ‘Pear Picking Porky’ and ‘Polly Pineapple’.

Eoin Carroll, Account Manager at Talon, said:“Dale Farm’s latest campaign is a fantastic example of a business that is embracing data insights and AdTech to create the most engaging and highly targeted content for consumers. Programmatic is increasingly becoming a must-have for advertisers where measurability and effectiveness is an important factor.”

Claire Hale, Senior Brand Manager at Dale Farm, said:“We are always looking to ensure that our advertising is both impactful and relevant for our customers and we knew that this would be the most effective through programmatic OOH. To run ads that are contingent on temperatures is an exciting new opportunity for us. This makes our content more meaningful to relevant audiences.”