Following on from last year’s Dairylea ‘Moo-sical cow’ campaign, the brand is back with a new on pack promotion.
The promotion gives consumers a chance to win one of four different Dairylea Moo-ing Racers: pull-and-release toys, each with its own personalised sound.
The competition will run across Dairylea Dunkers Singles & Multipacks, Dairylea Tubs, Stripcheese and Lunchables for 23 weeks – the longest on pack promotion Dairylea has ever run.
Over 16,000 cows are up for grabs, with 100 chances to win every day. The brand says this will encourage consumers to enter multiple times and collect the range, which will drive sales with repeat purchases across the Dairylea portfolio. Promotional packs feature a unique code which consumers enter to find out if they are a winner.
The promotion will be supported throughout with a large scale social media campaign and disruptive in-store activity..
Philip Warfield, Senior Brand Manager of Dairylea and Grocery, said: “As the UK’s number one snacking cheese brand, we constantly strive to offer our shoppers added value, whilst simultaneously driving category growth through engaging promotional activity.
“Last year’s promotion saw a huge 130,000 entries, and we hope that by offering consumers an even more engaging prize and extending the length of the promotion this year will prove even more successful. The Dairylea Moo-ing Racer Cows are great fun and the promotional packs have real shelf stand-out, which we expect to drive sales and maximise value for retailers.”
Promotional packs are now available to retailers, with the main promotional period running from 18th May – 31st October 2015.
