Different to previous on-pack promotions run by the brand, in the sense that no end date has been set and that it will ‘always be on’, the scheme has been developed to reward the hundreds of thousands of loyal Cravendale customers from across the UK with a host of activities, experiences and special prizes in return for collecting codes from 2-litre bottles of Cravendale.
Devised by digital and experiential agency Outside Line, Love Cravendale will have its own online home – an interactive hub with ease of use right at its core. After the quick and simple registration process, unique codes collected need to be inputted on the site, where they are then converted into hearts (the currency for the scheme), before individual users’ redemption programmes begin.
Love Cravendale will benefit from a comprehensive marketing support plan. As well as being communicated on-pack through a limited time, bespoke bottle redesign, A3 poster ads will appear in hundreds of participating Love Cravendale venues, online banner ads will run on a series of strategically selected websites (including Mumsnet), and video on demand pop-up banners will ‘interrupt’ online Cravendale adverts to raise awareness of the scheme.
A thorough social media, e-news and key blogger engagement programme will also be rolled out, as will in-store support pieces, retailer activity, plus a number of regional and national PR executions.
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