All scream for ice cream as Dunoon wins international competition

Published Date: 

14 Dec 2018 - 16:03

Pupils at Dunoon Grammar School have ‘scooped’ themselves a year’s supply of ice cream after winning an international competition.

Business Management pupils - Claire Lauffer, Eleanor Hill, Kim Kerr and Matthew MacDuff - beat off stiff competition from across the UK to win the School of Marketing’s ‘Ice Cream Dream’, sponsored by Walls.

 

The group created a marketing campaign for a Fruit-a-licious lolly – an ice-cream containing the recommended five fruit and veg a day, aimed specifically at young people in schools and universities. The pupils had to explain the reasons and motivation behind their design, talk about how it differs from everything else on the market, and explore brand values.

They then had to submit their business plan in a two-minute video. The judges said the team ‘really understood the need to have a strong underlying consumer insight on which to build their product, and their marketing strategy was well thought through’.

Congratulating the pupils, Argyll and Bute Council’s Policy Lead for Education, Councillor Yvonne McNeilly said: “These young people are a true credit to their school, as well as the whole of Argyll and Bute. Not only was their marketing campaign fantastic, their idea was innovative and unique, and clearly identified a gap in the market. The pupils identified their intended consumer and targeted their strategy at them.

“Dunoon Grammar has been on a real winning streak this year, with the work of their young people being recognised by a number of prestigious national bodies, and I look forward with anticipation to see what 2019 brings them.”

 

Pupil Claire Lauffer said: “It was an amazing experience for us that truly reinforced the marketing knowledge we had acquired during lessons. The challenge helped our team working skills and allowed us to apply our own creativity to our product idea.

"We were overjoyed and slightly shocked at hearing we had won this challenge – it was great to hear our hard work had payed-off! We have been advised not to eat all the ice cream at once – but that might prove another challenge in itself!”

David Mitchell, Head Teacher added: “Congratulations to our pupils on becoming the School of Marketing Challenge winners. I am delighted their talents and knowledge have been recognised in this way. I hope the team enjoy their ice cream but make sure they don’t forget to share some with their head teacher."

To view the school's winning entry, visit:

www.youtube.com/watch?v=11YxFaBbmLA&feature=youtu.be