Ice cream brand Kelly’s will become the first company in the UK to broadcast a television advertisement in spoken Cornish.
Celebrating Kelly’s roots in the county and drawing on its tagline, Cornish for Ice Cream, the new advert will debut on British TV screens this week.
The 30-second creative sees a traditional ice cream seller telling viewers all about Kelly’s latest take-home range in Cornish – with smatterings of English such as “local supermarket” and “tasty as” appearing in places.
The agency behind the new advert worked with The Cornish Language Partnership to ensure that the script was completely accurate.
Mark Trevethan, from the partnership, said: “We were really pleased to be asked to work with Kelly’s on these projects. Although they’re fun and entertaining, there’s also a serious point being made about the important role of language in celebrating culture and heritage. We’re looking forward to hearing Cornish spoken on national television in an advert for the first time.”
Charlotte Hambling, from Kelly’s parent company R&R Ice Cream UK, added: “We hope our cheeky Cornish chap will make people smile whilst also driving home a more serious message.”
A recognised minority language in the UK, Cornish is closely related to Welsh and Breton and enjoys limited usage across Cornwall.
In February, FoodBev reported on plans to update Kelly’s take-home range, making the brand more appealing to younger consumers and helping to better reflect its heritage, provenance and Cornish roots.
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