Milking the media...

This summer the story of breast milk icecream ran and ran and ran. Whether it was the revelation that The Icecreamists of Covent Garden were selling icecream made with donated breast milk, or the saga of the local council taking samples and halting sales, or Lady Gaga suing to change the icecream's name (Baby Gaga...) - this story was in almost every UK national paper, most London newspapers, on the BBC, on blogs and news outlets aropund the globe. And it was all PR. The Icecreamists created a product they knew would outrage, stoke debates, engage celebrities and tick all the boxes of newsworthiness for publicity, helped by Taylor Herring PR. Inspired.