case studies

Dale Farm | #AllKindsOfCool

We were tasked creating a brand experience for Dale Farm that boosted not only sales, but garnered media attention and engaged consumers both online and offline. 

Pluto designed and produced an eye-catching ice cream van featuring Dale Farm Products around the van using wrap print and 3D elements to bring the products to life. The roadshow brought Dale Farm’s #AllKindsOfCool campaign across the country to the events, festivals and beaches in cities such as Belfast, Dublin, Galway and delighting passers-by with free ice cream.

We wanted to celebrate what’s cool about an Irish summer, and tap into nostalgia bringing back happy memories for customers. Visitors to the van were spoilt for choice with oodles of free ice cream on board. Whether you’re a fan of the traditional Mr Frostie ice lolly, the indulgent Rapture range or the sumptuous Giant Cone, the Dale Farm Ice Cream Van had something for everyone. 

The van was fitted with the most ‘instagrammable’ worthy backdrop where consumers enjoyed their free ice cream, captured memories and found out “What Kind of Cool are You?” with the Dale Farm spin the wheel game.  

Following the success of 2018, the Dale Farm Ice Cream Van will be travelled the Irish roads again this summer, appearing at Live at the Marquee Cork, the Laya Healthcare City Spectacular and the Balmoral Show to name but a few.


Pluto managed the Dale Farm Summer Roadshow, strategically planning and mapping the van’s route across the country. We also identified key events for Dale Farm to have a presence at, and planned the route accordingly. We provided everything from stock management, van drivers, photographers and videographers to brand ambassadors.