How Mr Freeze Grew Market Share with 11.17M Social Impressions

25 Feb 2026 • 3 min read

Mr Freeze is a freezer favourite for families across the UK. This campaign was about turning brand love into measurable growth.

Trackable Results

  • Market share increased by 8% YOY from 77% to 85% share overall.
  • 11.17 million total social impressions 
in 2025
  • 4.91 million TikTok impressions with 86.7% of all engagement coming from our creator-led videos.
  • Paid impressions up 207% in April by activating spend only when the forecast hit 22 °C or higher.
  • 200,000+ engagements driven through paid bursts during warmer months when ice pole demand peaks.
  • Organic engagement up 520% month-on-month after relaunching trend driven Reels in February.
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Trackable Results

  • Market share increased by 8% YOY from 77% to 85% share overall.
  • 11.17 million total social impressions 
in 2025
  • 4.91 million TikTok impressions with 86.7% of all engagement coming from our creator-led videos.
  • Paid impressions up 207% in April by activating spend only when the forecast hit 22 °C or higher.
  • 200,000+ engagements driven through paid bursts during warmer months when ice pole demand peaks.
  • Organic engagement up 520% month-on-month after relaunching trend driven Reels in February.
Ready to achieve the same?
Start a conversation
This campaign generated thousands of comments from Mr Freeze fans

The Challenge

Mr Freeze is one of those brands everyone remembers from growing up. But nostalgia doesn’t automatically turn into purchases. At the same time, performance across social told a predictable story:

  • Engagement spiked when the sun came out
  • Content struggled to stay relevant outside peak summer moments
  • Paid spend lacked confidence

Mr Freeze partnered with Knowlton to modernise its social presence, reconnect 
with millennial parents, and turn short lived summer buzz into year round commercial impact.

"Knowlton have been a fantastic agency to work with for our new social campaign. Their creativity, campaign delivery and execution have all been second to none, as well as being able to provide real time results and analytics. Can’t fault the team’s enthusiasm and their ability to push boundaries and think outside the box."

Eleanor Edwards
Commercial Brand Manager, Refresco

Our Solution

Family First Creators

We partnered with creators who already make family friendly content. Their authentic videos drove 86.7% engagement and delivered 588K organic TikTok views, with 89% coming from the UK target market.

Interactive Social Campaign

We built a simple rule set around the weather. Switch spend on when temperatures hit 22°C+, pause when they dropped. This approach reduced CPMs and increased paid impressions by 207% in April, generating 1.24m impressions in that month alone.

Humorous Nods to the Past

We tapped into parent-life humour, the classic “ice pole vs tip top” debate, and reactive trend-led content. This approach drove a +3,409% uplift in engagement in February.

Social Media Optimisation

Bright 90s colours, punchy captions and kid friendly humour turned static posts into shareable content across family Facebook groups and Instagram.

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"Knowlton have been a fantastic agency to work with for our new social campaign. Their creativity, campaign delivery and execution have all been second to none, as well as being able to provide real time results and analytics. Can’t fault the team’s enthusiasm and their ability to push boundaries and think outside the box."

Eleanor Edwards
Commercial Brand Manager, Refresco

What Drove Performance

  • We let demand set the pace. Instead of spending because the calendar said so, we scaled activity when the weather said people were actually in buying mode keeping budgets lean and performance strong.
  • We used nostalgia as a hook, not the whole story. Heritage got people’s attention, but modern humour kept the brand feeling relevant.
  • We built momentum, not moments. An always on mix of creators, UGC, humour and paid support consistently outperformed one off campaign bursts for this client.

The Commercial Impact

This wasn’t about chasing a few sunny day spikes. It was about building a repeatable growth engine for a heritage brand in a modern, scroll first world.

The result? Stronger engagement, better efficiency, and 8% market growth to 85% share overall for the client.

If you’re sat on a brand that gets attention but struggles to turn that into consistent performance, this is exactly the kind of problem we’re built to solve.

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