The campaign beat competition from a number of other major brands to pick up the award, which was presented in a ceremony at the London Hilton, Park Lane.
The promotion, which gave consumers the chance to win one of 10 prizes of £10,000 to spend on any holiday, as well as 20,000 mooing cows to be won instantly, attracted 85,000 entries last year. A second promotion, launched this year featuring ‘Moo-sical’ cows, was bigger, with 100 winners every day for 12 weeks, attracting over 128,000 entries.
“Dairylea is the UK’s biggest processed cheese spreads brand and we constantly aim to drive market value through innovation and engaging promotional activity,” said senior brand manager Philip Warfield. “We’re honoured to have been recognised for our Dairylea Mooing Cow promotion. We think it was a really fun and engaging campaign.”
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