Gallone’s Ice Cream Parlour
Description of company
Gallone’s is a family-run ice cream manufacturer who have been in business since 1895. They have been based in Northampton for 79 years, producing and distributing their traditional Italian ice cream across the UK to well-known brands such as Waitrose. Their ice cream has won prestigious awards including the Great Taste Award 2013 for its Bellini sorbet, and ‘Best Old English Toffee’.
After opening a successful parlour in Northampton, Gallone’s looked to expand into Market Harborough. The Ideal Marketing Company were challenged to replicate the success of the Northampton branch by producing a large customer base that would be ready and eager for the opening of a new parlour.
The Ideal Solution
Although the venue and launch date had not been set when The Ideal Marketing Company were approached, we got to work on creating a buzz around the Gallone’s brand. After conducting research into the parlour’s key demographics, we decided that social media would be the best way to target the teenage population of Harborough and the surrounding areas. A press release announcing the arrival of Gallone’s drew people to the Facebook page.
After being given the opening date, we decided to entice people in with a launch event and an offer. The largest employers and most well connected people in the local area were invited to a launch evening, generating a real excitement within the town. Further to this, an advert was placed in the local newspaper, offering readers a free ice cream if they brought the offer into the parlour.
Percentages of work completed
What was achieved
After generating well over 500 likes in little over a month, and getting articles in every local publication, Gallone’s had a fantastic opening turnout. With the parlour consistently filled to the brim, and queues out of the door every weekend, The Ideal Marketing Company certainly generated a real buzz across Harborough and Leicestershire. We’re continuing to work with Gallone’s in both of their parlours, and look forward to helping this fun and exciting brand to expand across the Midlands and beyond.
“We have worked with many marketing companies over the past 20 years, but The Ideal Marketing Company were the first one to fully deliver on what they promised”
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