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Nestle Cereal runs ‘Win a Cow!’ draw

Friday April 25, 2014 at 1:38pm
Cereal Partners UK has launched a new on-pack promotion, offering consumers the chance to “Win a Cow”… or rather, a year’s supply of cow’s milk. The campaign was created and executed by the independent integrated creative agency, BD Network, and is the first piece of work the agency 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. There will also be a final ‘sweep up’ draw after the main promotion finishes, with another year’s supply of milk to be won, plus 3,000 single pints and all unclaimed ‘winning moments’ prizes. A year’s supply of milk equates to two pints a day delivered to the winner. If the promoter cannot organise milk delivery to a winner, then they will get £500 instead. Cereal Partners UK says it expects strong results for the campaign because it is so different to the usual campaigns within the category. The campaign has already 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, says: “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.”
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