When an Ice Cream company opted for a PR-led opening for their new parlour in Covent Garden, creativity was called for.

And baby did they get it!

By producing the world’s first breast milk ice cream, ‘Baby Gaga’ sold out within two hours of going on sale, with sales over the first two weeks 500% above expectations.

Needless to say the stunt generated huge media interest – including eight TV pieces, 23 radio interviews, 22 print articles and over 1,000 online pieces.

Regardless of your views on the stunt – what this clearly shows that it pays to be brave – especially if you’re relying on PR alone to launch your new outlet.

Only in London!