Care since 2021 by:

  • REICHLUNDPARTNER Public Relations

Initial situation

Low sugar, but full sweet!

During the lockdown, Werner Helnwein and his team developed around 30 ice cream varieties with up to a third less sugar and without using chemical sugar substitutes.

“Helli&Leo” launched in two locations in early summer 2021: in the ice truck at Copa Beach and with a pop-up store at Rotenturmstraße 16 in downtown Vienna.


Continuity and creativity are required

REICHLUNDPARTNER Public Relations accompanies the team around Werner Helnwein with its two temporary ice cream locations. Continuous contact with the relevant journalists is a key factor here. Customers are invited to try the ice cream varieties with creative promotions.


Classic PR

The project was implemented exclusively through classic media work: an opening afternoon followed by individual meetings with the media.

In addition to sugar reduction, Helli & Leo has another USP: ice cream suitable for dogs – with which editors* with four-legged favorites were addressed.