Between March and May 2010 Müller Little Stars will join forces with Ladybird, the leading name in children’s book publishing for an exciting on pack promotion. The twelve-week campaign will give families the chance to collect FREE ‘First Favourite Tales’ books.
Parents are invited to collect unique book tokens from promotional Little Stars packs including Smooth Yogurt, Fromage Frais and Fruit Juice Jellies and upload them to the dedicated campaign microsite littlestarsfreebooks.co.uk. The range of books on offer include children’s classics such as ‘The Gingerbread Man’ and ‘Little Red Riding Hood’, which retail at £2.99.
This activity is the third campaign and second book promotion developed for the brand by Blue Chip Marketing (Manchester) Ltd, following the hugely successful 2009 partnership between Müller Little Stars and the £95 million character licence Peppa Pig.
The campaign is also being supported by the National Literacy Trust campaign ‘Reading for Life’ both on pack and via the dedicated microsite which will also provide information on the importance of reading, along with tips and advice for parents to inspire their children to read.
In addition, Müller Little Stars will support the campaign with a six-week burst of TV advertising. A thirty-second advert will include a ten-second promotional tag dedicated to the activity. This is expected to be seen on average five times by 85% of mums with children aged 0-3 years.
Diana Griffiths, Marketing Manager for the Müller Little Stars brand, shares her own excitement for the campaign. “We recognise the crucial role that reading can play to form an early bond between parent and child. These stories provide the perfect introduction to both learning and development, supporting the values of the Müller Little Stars brand.”
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Issued on behalf of Müller Dairy (UK) Limited
Tel: 01630 692000
Press enquiries, please contact:
Charlotte Ruddlesdin at Resonate PR
Tel: 020 7861 3893
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