s UK has launched an on-pack promotion, offering consumers the chance to “Win a Cow”…well it’s milk anyway.The campaign, created and executed independent integrated creative agency, BD Network, gives consumers the opportunity to win a year’s supply of milk.
This is the first piece of work BD Network has created for Cereal Partners UK following a pitch in 2013.
Each promotional pack features a unique printed code that consumers can enter online to find out whether they’ve won.
There are 84 chances to win a free year’s supply of milk, one for every day the campaign will run, plus an additional 250,000 pints of milk up for grabs.
Retailers are already anticipating strong results for the campaign because it is decidedly different to the usual campaigns within the category.
The campaign has secured additional feature off-shelf in store, as well as sound activated mooing shelf barkers at-shelf in Asda stores nationwide.
Georgina Jones, Promotions Manager at Cereal Partners UK said:
“We really wanted to do something a bit different within the sector and bring a bit of fun to our customers.
“The ‘Win a Cow’ promotion BD Network has created for us ticks all the boxes; it offers real value to shoppers, is humorous and has great cut-through.
“We’ve been pleased by the response so far from retailers so are really looking forward to seeing how consumers respond now.”
Darren Smith, Director at BD Network said:
“Breaking from the status quo is something few brands are comfortable doing so to be able to work with Cereal Partners UK on this campaign has been fantastic for the team here.
“The campaign really captured our imagination so we hope it will also capture the imagination of consumers too.”
