Arla Foods UK kicked off 2011 by raising its corporate profile and spreading the message about its ‘Closer to Nature’ ambitions. As part of its mission, the company launched a campaign to encourage more children to enjoy the great outdoors, called ‘Kids Closer to Nature’.
Targeted at families and children, the programme sees Arla linking up with The National Trust for a range of activities throughout 2011, including the commissioning of a TV documentary to raise awareness of the decline of children’s interaction with nature.
In the US, DCI Cheese Company has unveiled ‘Give Yourself the Royal Treatment’, a promotion featuring Joan of Arc, the company’s imported French cheese brand. One Grand Prize winner will receive free maid service for one year, worth about $2,000.
Throughout the February/March promotion, contest entry forms and a Joan of Arc recipe are available in the specialty cheese section of participating retailers and online. Additionally, consumers with smartphones can connect directly to the promotion’s website for recipes, wine pairings and a coupon via the promotional materials’ smartphone tag.
UK milkshake brand Yazoo launched a new on-pack promotion as part of its 2011 marketing campaign, supported by radio activation with major regional stations. The promotion ran across nine million Yazoo 500g bottles and offered consumers the chance to exchange a 500g Yazoo for a cinema ticket.
The on-pack promotion was run in conjunction with 85 independent cinemas spread all across the country, from Cornwall up to Scotland.
After buying the milkshake, consumers log into the Yazoo website, key in the unique code from the Yazoo bottle, then search for participating cinemas nearby and download their free cinema ticket.
The Cheese Lady – nationally recognised cheese sculptor Sarah Kaufmann – took advantage of recent Super Bowl fever in the US when she carved a 500lb block of Wisconsin Cheddar cheese to create crashing helmets, local team mascots, footballs, goal posts and more. The event was staged in connection with the opening of a new Sam’s Club supermarket.
Following their 2010 debut, Total Greek Yogurt’s brand ambassadors Zebra, Cow & Spoonbill made their return to national TV in the UK. In the new ad, Cow stars in the leading role as she discovers ‘the yummy side of life’. The advert focuses on Total 0% fat-free yogurt.
Zebra, Cow and Spoonbill first appeared on TV screens last summer, with Zebra singing Any Little Fish by Noel Coward, highlighting Total’s ‘Lighter side of life’ initiative.
Geoff Platt is editor of Dairy Innovation magazine. He’s also active on LinkedIn.
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