Childhood holiday memories and nostalgic family trips to the cinema are at the heart of Graham’s The Family Dairy’s latest campaign to support the launch of its new range of ice cream, as it unveils a major partnership with the Edinburgh International Film Festival (EIFF) and a new TV advertising campaign.
The Bridge of Allan-based family farming and dairy business has become the Official Ice Cream Partner of the 69th EIFF, which runs from 17 to 28 June and will showcase 164 features from 36 countries. Graham’s new ice cream will be served at a selection of screenings, including EIFF’s exclusive Family Gala screening of Disney Pixar’s Inside Out on 21 June and is being sold at the Festival’s venues for the duration of the event. It will also be present at the city’s free Film in the City giant outdoor screening events in St Andrew Square Garden (12-14 June).
The EIFF partnership will also allow Graham’s new TV advert to be showcased on the big screen during the Festival. The six-figure campaign filmed in the kitchen at the family’s farm in Boquhan near Kippen launches on STV on Monday 8 June.
The TV campaign will run on STV over the summer months during the commercial breaks of popular family shows including Coronation Street, Long Lost Family and Surprise Surprise, as well as on Sky Adsmart, in Scottish cinemas and via Graham’s social media channels.
Created by Edinburgh-based branding agency, threebrand, the new TV advert features Graham’s chairman Dr Robert Graham with his wife Jean and their grown up children Robert (managing director) and Carol (marketing director) and uses animation during scenes of the family reminiscing about their great family holidays with ice cream being their refreshing highlight.
Carol Graham, marketing director of Graham’s The Family Dairy, explained: “It is an honour for our family brand to be associated with the prestigious Edinburgh International Film Festival and exciting to think of the thousands of people that will be tasting our new ice cream this month.
“New research figures show that half of the households in Scotland now buy Graham’s products every year, so it is incredibly important for us to continually invest in our brand and products to maintain that level of customer loyalty. Our last TV advertising campaign resulted in a significant uplift in Graham’s brand awareness leading to our media and marketing budget being increased, which has allowed us to create such a varied programme of activity this summer.”
EIFF artistic director, Mark Adams, added: “We are delighted to be embarking on this new partnership with Graham’s The Family Dairy and we can’t wait to reward Festival audiences with a delicious taste of Scottish ice-cream.”
Scotland’s largest independent dairy business will also be taking its new ice cream range on a tour of Scotland. A dedicated ice cream van will be touring Scottish retailers, business premises and family friendly events in the coming months – including the Royal Highland Show at Ingliston, the GWCT Scottish Game Fair at Scone Palace, Perthshire and Fringe by the Sea in North Berwick.
Available in Waitrose, Tesco, Asda and Sainsbury’s in Scotland in 500ml tubs with a RSP of £3.00, the range of six flavours – Traditional Vanilla, Scottish Tablet & Vanilla, Lemon Curd, Salted Caramel, Toffee Caramel and Raspberry Ripple – has been made using the finest Scottish milk sourced from the 98 Scottish dairy farmers Graham’s works with.
The smaller 100ml tubs being unveiled during the EIFF and Film in the City screenings have been launched into the food service industry and will be available in visitor attractions, farm shops, independent retailers, delis, hotels, cinemas and theatres across Scotland.
Notes to editors:
About Graham’s The Family Dairy
- Graham’s products can now be found the length and breadth of the country via more than 6,000 customers from independent retailers to hotels and restaurants as well as all the major multiples in Scotland. Morrisons, Sainsbury’s, Waitrose, Tesco and Asda also stock Graham’s branded goods south of the border.
- Graham’s The Family Dairy recorded sales of more than £85 million in the year to 31 March 2014, up from £68m in the preceding 12 months.
- In 1939 when the company was founded by Robert Graham – the grandfather of the current managing director Robert Graham (Jnr) – he reared 12 cows, milked them by hand then made all deliveries by horse and cart
- When founded daily output amounted to 400 pints. The company is now producing more than 700,000 pints on a daily basis.
- Graham’s The Family Dairy is Scotland’s largest independent dairy producing an award winning range of milk, butter, cream, ice cream and cheese as well as Graham’s Gold Jersey range.
- The company has established itself as a top 10 Scottish brand, ranking 7th in the latest Kantar Worldpanel research.
About Edinburgh International Film Festival
- Established in 1947, Edinburgh International Film Festival is renowned around the world for discovering and promoting the very best in international cinema – and for heralding and debating changes in global filmmaking. Intimate in its scale, ambitious in its scope, and fuelled by pure passion for cinema in all its manifestations, EIFF seeks to spotlight the most exciting and innovative new film talent, in a setting steeped in history.
- Notable films premiered in recent years have included: A MOST WANTED MAN, COLD IN JULY, FRANCES HA, WE STEAL SECRETS: THE STORY OF WIKILEAKS, THE IMPOSTER, BRAVE, TABU, THE HURT LOCKER, MOON, FISH TANK, LET THE RIGHT ONE IN, MAN ON WIRE.
- EIFF is supported by Creative Scotland, the BFI, the Scottish Government through the Edinburgh Festivals Expo Fund, the City of Edinburgh Council, and EventScotland.
- The Centre for the Moving Image (CMI) was founded in 2010 with a mission to be at the forefront of the development of film and the moving image in Scotland. The CMI currently comprises EIFF, Filmhouse in Edinburgh and the Belmont Filmhouse in Aberdeen.
- The Edinburgh International Film Festival Limited is a company registered in Scotland No: SC132453. It is a subsidiary of the Centre for the Moving Image (CMI) which is a company limited by guarantee with charitable status with Scottish Charity No. SC006793.