Froneri-owned ice cream brand Kelly’s of Cornwall aims to celebrate its provenance with a new advertising campaign spoken entirely in the Cornish language.
The advert features three groups of ice cream-obsessed people as they sit outside their colourful beach huts to tell viewers in Cornish why they love their favourite flavours so much. The ad uses the tagline ‘Kelly’s, Cornish for ice cream’.
The ‘School of Cornish’ advert, which was filmed in St Ives in Cornwall, is part of a £2 million media campaign this year. It follows on from Kelly’s successful ‘Speak Cornish’ creative from 2016.
Charlotte Hambling, head of UK marketing at Froneri, said: “Our insights tell us that staying true to our Cornish heritage and celebrating our dairy ice cream plays an integral role in the purchase decision for our consumer.
“As the UK’s leading Cornish ice-cream brand, we will continue to demonstrate our provenance and command stand out, offering a different taste experience and a perfect accompaniment to favourite British desserts.
“Formed around the free-spirited personality of the brand, this new ad campaign playfully showcases our high-quality ingredients, flavour range and strong heritage. There’s a Cornish flavour for everyone.
Mark Trevethan, from Cornwall Council’s Cornish Language Office, supported Kelly’s with Cornish translations for the new ad. He said: “Language is an effective way to articulate the culture and heritage of a region. Kelly’s helped spread awareness of the Cornish language with the first ever Cornish TV ad, and today it continues to raise Cornwall’s profile, advocating our unique culture to the rest of the nation.”
The advert is running in the UK until 3 June and is supported by a “significant media campaign”. Since the brand’s relaunch two years ago, Kelly’s is said to have attracted “more than 1.4 million additional buyers and has seen brand growth of 18%”.
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