Mackie’s is the best-selling ice cream in Scotland but was less well known in the rest of the UK.  It wanted some fresh consumer insight to support its 2023 comms activity; encouraging further engagement in Scotland and driving awareness elsewhere


To deliver the relevant insights for Mackie’s, Levercliff recruited relevant ice-cream consumers to take part in an in-the moment shopping and usage digital diary, followed by quantitative research


Levercliff’s research identified the Perfect Pudding Partner message within the Scottish campaign and highlighted the relevant usage occasions featured in Mackie’s award-winning TV advert south of the border.   Mackie’s saw an 11% increase in penetration over the year


Levercliff’s research was really helpful in identifying key themes around our consumers’ use occasions that we used within our successful 2023 campaign

Angus Hayhow
Head of Marketing


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