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Dairylea launches Vue cinema pass promotion

Friday January 9, 2015 at 1:05pm
Dairylea has launched a brand new on-pack promotion offering consumers the chance to win unlimited Vue 3D cinema passes for the whole family. There are 13 annual family passes to be won, 12 of them in weekly draws during the promotional period ands the 13th in a ‘catch-up’ draw at the end. There are also additional Vue cinema family tickets available as daily prizes. The main promotion period started on January 5 and runs until March 29 2015, and the offer features on Dairylea Dunkers multipacks, Dairylea Stripcheese and Lunchables products with limited edition ‘moo-vie’ inspired packaging designs. The activity is being supported with digital and in-store activation. Consumers enter barcodes from promotional packs of Dairylea on the Dairylea.co.uk website for the chance to win. Only one entry per day per person is allowed, and entrants can only win a prize once. Dairylea has run a number of promotions targeting consumers in recent years. In March 2013, Dairylea gave consumers the chance to win Dairylea light-activated ‘mooing’ cows that now reside in fridges nationwide. That campaign won an IPM Gold in 2014. The following year, the brand offered consumers the chance to win Dairylea Moo-sical cows; a promotion that resulted in almost 130,000 entries. Worth £88 million, Dairylea is the number 1 brand in Snacking Cheese in the UK. Philip Warfield, senior brand manager Dairylea and Grocery at Mondelez International, which owns Dairylea, says: “We are excited to be offering shoppers added value with this promotion, and to focus on the family aspect of the brand with the great prizes to be won thanks to Vue Cinemas.”
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