The Brief

Kraken Rum briefed us to come up with a creative concept that delivered across earned media, social, influencer, content and experiential. It was our job to not only excite and engage loyal Kraken drinkers, but to recruit many more into the brand world with a disruptive activation guaranteed to turn heads and make noise for the brand.

The Big Idea

We launched an unconventional ‘ice cream’ van that served gelato-style scoops of SEAFOOD in wafer cones with fishy toppings and drizzles. Seafood lovers chose from ice cream-esque scoops of creamy taramasalata, spicy tuna and smoked mackerel paté topped with King Prawns and caviar.

Every flavour was a popular seafood recipe but presented in a format never seen before: as an ice cream-style scoop, in a black wafer cone and served out of the hatch of an actual ice cream van. The van moored in Manchester, Birmingham, London and Brighton, serving free salty scoops and cocktails to the public.

The Results

Sea Scoops was a huge success across both earned and social, with over 40 media articles including Mail Online, Daily Star, Secret London, Manchester Evening News, BBC Radio and PR Week. On the social front, the campaign generated almost 100 pieces of user generated content and a reach of 3.1m.

Kraken fans travelled across the country to come and try Sea Scoops and the activation recruited more drinkers with over 2,000 free cocktail samples handed out alongside each fishy scoop.

The branded van also acted as a moving billboard for Kraken Rum throughout the week, catching the attention of hundreds of thousands of Brits that would have had the OOH value of over £25,000.