Regatta's Ice Cream Van Tour

Label PR created a week of memorable moments for Regatta Great Outdoors, as the brand hit the road this May half term to bring complimentary gelato and sorbet to communities across England and Wales, kicking off an adventure-filled summer with its latest campaign — It's Time to Getta Regatta.

Concept

The nostalgic branded ice cream van visited seven locations across five days, opening in the Lake District — perfectly timed to coincide with the Bank Holiday weekend and the start of the school holidays — before making its way all the way down to the Cotswolds. At every stop, families and outdoor enthusiasts enjoyed complimentary gelato, lawn games, and product giveaways, with the first 25 visitors at each location taking home a best-selling branded water bottle — because nothing says summer like a free scoop and a reason to get outside.

• Free gelato & sorbet for anyone who signs up to be a Regatta Rewards member
• Play cornhole
• Take a seat in branded deckchairs, under parasols
• Free gifts for the first 25 people each day

Label PR oversaw the planning from concept to execution, including design, on-boarding the ice cream fleet, drivers, promo staff and catering, securing permits, activation set-up and styling. The nine-day activation was a huge success for the business, which saw a 1969% increase in sign-ups for membership across the activation dates.

Want to road test experiential for your brand? Get in touch at hello@labelpr.com and we'll get the ball rolling.