Onken, Emmi UK’s recently acquired yogurt brand, is launching its first integrated BTL campaign to drive trial of its product range with a “Love Onken” campaign.
It will be supported by an on-pack promotion inviting consumers to ‘LOVE me or your MONEY BACK’ and bring the product benefits and brand personality to life across its big pot yogurt range.
The campaigns, created by Life Agency, aims to drive trial, entice back lapsed consumers and promote the brand’s luxurious taste and versatility. The campaign will be supported across the whole Onken range on 16 million pots, online via a new brand website and via a £200k sampling campaign in 450 stores across all four major supermarkets.
The in-store sampling campaign will give consumers a taste of Onken via branded sampling stands and promotional staff positioned in the chilled aisle. The sampling activity will be supported by in-store leaflets highlighting the on-pack promotion and online competition to win a luxury spa break.
In addition to hosting the competition, the new Onken website, again created and developed by Life Agency, will facilitate the redemption mechanic for the campaign’s money-back guarantee. As well as promoting the Onken’s superior taste and health credentials via an online recipe finder, an on-line competition for luxurious prizes and more details on the brand and its extensive product range.
The on-pack promotion will run until July across the entire product range, with in-store activity rolling out in May in selected supermarkets for one month; the new website www.onken.co.uk is now live.
Laura Graham, Head of UK Marketing, Emmi UK said: “It’s the first time we’ve launched a campaign to drive trial of the Onken brand and we’re sure that once consumers try it there’ll be no turning back! We’re so convinced of the superior taste of our yogurts that we’re putting our money where our mouth is and offering a money back guarantee. Life has created a really engaging integrated BTL campaign that injects personality into the brand and will really make Onken stand out in the supermarket chillers.”
Ian Humphris, Managing Director, Life Agency said: “The secret of this campaign is giving consumers a reason to purchase beyond price. We’ve used our integrated expertise to create a campaign that engages consumers at the most influential touch points in their shopping journey whilst promoting Onken’s superior taste qualities to help differentiate the brand from competitors.”
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