The 30-second advert, debuting on 18 May, marks the first time the Bodmin business has advertised nationally. Its marketing has previously been limited to print and outdoor adverts in Cornwall.
The 10-week 'Simple Pleasure' campaign will highlight the Cornish heritage of Kelly's ice cream with sweeping shots of lush grass, cows and fresh Cornish milk and cream. It comes after research for the company suggested there was "clear consumer demand" for an authentic Cornish ice cream to compete more strongly against tub brands with Continental positioning, such as Carte d'Or and Häagen-Dazs.
"The new advertising will communicate Kelly's unique credentials and positioning to a national target audience during the key summer period," said Charlotte Hambling, senior marketing manager at R&R Ice Cream, the majority shareholder of Kelly's. "This is a massive opportunity to drive incremental sales and our above-the-line investment will unlock the opportunity on a national scale."
New-look tubs will feature premium-style black packaging with livery featuring a Cornish beach scene and a dairy cow. The tubs, which are rolling out across retailers now, rsp £2.99, come two months after Kelly's launched its Cornish Dairy Ice Creams Cones range.
Sales of Kelly's five-strong tub range grew by 87% to £4.9m last year [Nielsen MAT to 21 March].