Dale Farm Harnesses Temperature Data for Ice Cream Campaign in Northern Ireland
While this year’s summer in Northern Ireland hasn’t exactly been a scorcher, Dale Farm, the dairy cooperative, devised a clever way to remind ice cream enthusiasts to stock up on their products during the fleeting hot days. They rolled out a cutting-edge, data-driven programmatic Out of Home (OOH) campaign.
Dale Farm joined forces with the independent Out of Home (OOH) media agency, Talon, and the Hollywood-based agency Ardmore in County Down to pioneer a novel approach to promoting their ice cream range in Ireland this summer.
For Ardmore, this campaign marked a media first, spanning various Adtower digital screens within retail settings across Northern Ireland. These ads were strategically displayed when the temperature soared to 18 degrees Celsius, specifically between 12-7 p.m. This precise timing allowed Dale Farm to tap into the impulse and convenience channel, capitalizing on customers’ cravings for ice cream, whether the weather was sunny or not-so-sunny.
Eoin Carroll, the account manager, applauded Dale Farm’s approach, stating, “Dale Farm’s latest campaign is a fantastic example of a business that is embracing data insights and AdTech to create the most engaging and highly targeted content for consumers. Programmatic is increasingly becoming a must-have for advertisers where measurability and effectiveness are crucial.”
Claire Hale, senior brand manager at Dale Farm, shared their perspective, saying,
“We are always looking to ensure that our advertising is both impactful and relevant for our customers, and we knew that this would be the most effective through programmatic OOH. To run ads that are contingent on temperatures is an exciting new opportunity for us. This makes our content more meaningful to relevant audiences.”
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