Financially we couldn’t compete with the Ben & Jerry's or Cart Dior’s, so we had to create a campaign that went beyond paid for advertising. To make an impact, we had to get Kelly’s famous. So in a bold move, we wrote the world’s first-ever advert spoken in Cornwall’s native language and asked people to #speakcornish. To support the TV, we created digital & social activity and an outdoor campaign also in Cornish. We even took to the streets to campaign against the Cornish Language funding cuts.

We engaged with key journalists prior to the launch of the campaign, using the cuts in Government Cornish Language funding as topical content. At launch, our press release (written in English and in Kernowek) was then distributed widely to all media and gave us instant national coverage across multiple platforms. We continued to build awareness and coverage by engaging with Cornish celebrities and influential figures, who shared our content throughout the duration of the campaign.

National News TV Coverage across the 3 major UK TV Channels – BBC, ITV and Sky News

Coverage in every national newspaper, including The Times, The Guardian, The Sun, The Mirror, The Daily Mail etc.

Radio Coverage, debate and imitation on a range of stations, from Heart FM to Cornwall’s Pirate Radio

Brand consideration was up 15% in just 6 weeks

Sales of the relaunched range rose 21%

Kelly’s was bought by 1.2m new households (a 59% YOY increase) 

Within the 16-44 age group, sales rose by 97%