Sheffield Theatres and city ice cream firm Our Cow Molly have been milking the benefits of a special partnership.
During the four-week run of pantomime Jack and the Beanstalk at Sheffield’s Lyceum theatre over Christmas, sales of ice cream soared by 59 per cent compared to 2012 – and Sheffield Theatres saw a 17 per cent increase in overall ice cream sales over the last 12 months.
Sheffield Theatres has sold Our Cow Molly ice cream for four years.
And when it was confirmed the 2013 panto would be Jack and the Beanstalk – which features a cow as a key part of the story – the two firms worked more closely.
The panto cow was named Molly and given a bigger role – and then referred to as ‘Our cow Molly’ throughout the production.
Dan Bates of Sheffield Theatres said: “It’s been a pleasure to work with Our Cow Molly to help them raise their profile and encourage people to visit their farm.”
Eddie Andrew, of Dungworth-based Our Cow Molly, said: “Our involvement in the panto was well planned and they delivered over and above what we expected.
“Plus all the benefit stays in Sheffield’s economy and that is fantastic for us all.
“The feedback from everyone has been wonderful.”