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Dairylea offers racing cows as prizes in on-pack promo

Thursday May 21, 2015 at 3:06pm
Following on from last year’s massively successful Dairylea ‘Moo-sical cow’ campaign, the brand is back with a new on pack promotion giving consumers the chance to win racing cows. There are four different Dairylea Moo-ing Racers to be won – pull-and-release toys, each with its own personalised sound. Winners will be able to select from Racing Car Cow, Skateboarding Cow, BMX Cow and Roller Skater Cow. The competition is running across Dairylea Dunkers, Dairylea Tubs, Stripcheese and Lunchables for 23 weeks – the longest on pack promotion Dairylea has ever run. Over 16,000 cows are available to win, with 100 chances to win every day. The brand says this will encourage consumers to enter multiple times and try 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, says: “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 main promotional period runs from May 18th to October 31st 2015. For each of the 166 days of the Main Promotion Period there will be 100 Racing Cows to be won.
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