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Dorset Cereals ‘win woodland’ on-pack promotion

Monday September 1, 2014 at 2:15pm
Dorset Cereals is launching its first on-pack promotion in three years, offering consumers the chance to win their very own woodland worth £50,000 in a location of their choice, or the same amount in cash. Dorset Cereals will also be rewarding runners-up with prizes including 100 canopy and stars glamping holidays as well as thousands of Roberts radios, Oak and Rope vouchers, Anorak picnic sets, Cornishware mugs and Dorset Cereals goodies. Following the re-launch of Dorset’s muesli in new woodland-themed designs, the promotion is part of an integrated marketing campaign which includes the recent TV advertising creative set in woodland. Dorset Cereals is running the promotion on 6 million packs across its entire range of mueslis, granolas and porridges. The woodland packs will be in store from September 1 2014 until February 2015. The promotion, which aims to drive consumer loyalty, is in partnership with Woodlands.co.uk, reinforcing the brand’s sustainability credentials and belief in the enjoyment provided by the great outdoors. It also complements the support that Dorset Cereals already provides to its chosen charity; the Woodland Trust. Mandy Cooper, head of marketing at Dorset Cereals, says: “Since airing our first TV ad in May 2013, we have been bringing new consumers into the brand, which has helped with strong in-store support and has driven more shoppers in the Muesli category. The woodland theme is very much part of Dorset’s new creative and supports our Life Begins at Breakfast positioning.” Consumers visit www.dorsetcereals.co.uk/woodland and enter a unique 10 digit code featured under the top flap inside each pack to find out instantly if they have won a prize. Consumers have the opportunity to try again with different packs to increase their chances of winning. The closing date for all winning claims is May 7 2015. If no one has won the main prize by the closing date, then there will be a final random draw involving all valid entries received.
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