Launching Churchill’s Family-Focused Summer Roadshow
The Problem
As UK temperatures soared, Churchill wanted to create a summer experience that would capture family attention, spread joy, and strengthen brand engagement. The challenge was to deliver a seasonal activation that would resonate nationwide within a limited timeframe.
The Idea
We launched a branded ice-cream van roadshow, visiting four prime seaside locations across the UK. Key elements included:
Free scoops and branded treats for families
Churchie the mascot as the centrepiece of the experience
Online community engagement, allowing followers to influence pit-stops
A branded competition offering a year of free insurance, tying activity back to Churchill’s core product
The Outcome
Over 1,000 organic brand mentions across digital platforms
Strong resonance with families nationwide
A memorable campaign that delivered on Churchill’s ambition to create joyful brand experiences and strengthen summer engagement
FAQs
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What was the aim of Churchill’s summer activation?
To capture family attention, spread joy, and strengthen brand engagement nationwide during a hot summer.
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How did Ideas + Outcomes bring the roadshow to life?
With a branded ice-cream van, mascot Churchie, community-driven pit stops, and a competition linked to Churchill’s core insurance product.
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What made the campaign resonate with families?
Free ice cream, a playful mascot, interactive competitions, and the chance to influence the roadshow’s journey.
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What results did the campaign deliver?
More than 1,000 organic brand mentions, strong family engagement, and a joyful campaign that reinforced Churchill’s brand personality.