Following the success of the initial Kerrygold promotion in July, Woo Communications has been tasked with rolling out a secondary ‘win a Kerrygold bag’ campaign on a larger scale, which will be aimed at engaging household decision makers.
Kerrygold wants to build on the success of the July campaign, which generated 28% redemption with 45,000 people claiming their Kerrygold bag. It is hoped that the October on-pack promotion will provide even higher redemption rates with over 650,000 Kerrygold packs featuring the promotion, with 1 in 4 being a winning pack.
The campaign will target young adults and families who care about the quality of the food they eat. The promotion has been created to encourage them to change their regular choice of dairy brand in order to enjoy the pure taste of Kerrygold . Furthermore Woo Communications has developed a new design for the bag to reflect the change in seasons.
The activity will roll out through October 2008 with over 150,000 bags available.
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