The family orientated campaign includes an on-pack promotion giving consumers the chance to own a limited edition Kermit the Frog backpack.
The scheme, which launched on 6 February 2012, works by giving consumers a code when they buy a 2-litre bottle of Cravendale milk. On collection of 20 codes, the customer will be entitled to a limited edition backpack.
In just two weeks, more than 30,000 people registered online and 154,000 codes were entered, with a staggering 50,000 of those codes coming within one week of the on-pack promotion launching.
Sam Dolan, senior brand manager at Cravendale, said: “We are delighted with the response that the on-pack promotion has received so far, especially with five weeks of the campaign still to go. In the last week alone we’ve seen 5% of all codes in the marketplace entered on to our site, which is incredible in itself.
“It’s astonishing to think that nearly 800 backpacks have been claimed already and are now a part of homes across the country.”
The on-pack promotion is part of a wider campaign for Cravendale, who teamed up with The Muppets for their latest television advert. The 20-second ad features Kermit the Frog and Pepe the Prawn and was launched on 6th February, running for five weeks.
© FoodBev Media Ltd 2020
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