Magnum Ice Cream

Now worth £73m, marginally up from £71.8m in 2006, but a good performance considering ice cream's weather-dampened market.

The brand was subject to promotions worth £6.5m last year, including £1.5m on what the company described as “the biggest on-pack ice cream promotion ever in the UK.'

“Not only is this activity a first for our ice cream business, but it's also the biggest promotion of its kind,” said Magnum brand manager Anna Ford.

The promotion involved the firm's entire range of impulse and multi pack ice creams, and all variaties, including the January 2007 launched Ecuador Dark and Colombia Aroma flavours. Running in July and August it offered luxury weekend breaks to five European destinations, with a winner declared on a daily basis.

The campaign returned from September to December, this time offering one break per week. Anna Ford said the promotional activity was designed to create sales momentum and generate excitement during Magnum's peak sales periods.

A mix of a dedicated television commercial, a poster campaign and press promotion were employed. Retailers were supplied with free branded point of sale kits to further generate interest, possibly from buyers keen to escape the English weather.

2007 £73.0m
2006 £71.8m
yoy change 1.6%