Securing retail listings with Northern Bloc
Northern Bloc is available in supermarkets nationwide, but is probably even better known for its 100ml tubs which can be found in theatres, arts venues and days out across the UK. When the pandemic hit and venues closed, we came up with a way to support the industry that Northern Bloc is so passionate about. We introduced The Show Must Go On! This limited edition vegan ice cream secured a listing exclusively in Waitrose, the first time the brand had been listed in this retailer.
With a percentage of proceeds being donated to Theatre Support Fund+, an organisation supporting out of work theatre staff through the pandemic, we raised awareness of the product through a PR, social and digital programme to generate as much cash as possible for the cause. Gaining support from a new national retailer, raising thousands for an important cause, gaining attention on Sky News, the Metro and across many other media, The Show Must Go On! was the highlight of a very tough year