Cravendale is launching its first ever on pack promotion, in what will be a category first for the milk sector.
Created by integrated agency Life, the campaign aims to combat on-going price promotions by increasing brand equity and driving greater loyalty amongst new and existing buyers.
Tasked with creating a loyalty scheme that increases AWOP (average weight of purchase) and drives sales, Life has developed a fully integrated campaign, based on a unique loyalty scheme that can be amplified on-pack, in-store, on-line and ATL in women’s weekly press adverts.
Sam Dolan at Cravendale said of the launch, “We wanted to work with an agency that could develop and deliver a loyalty scheme that ignited consumer’s passion and love for milk in a way that only Cravendale can. As the campaign is an industry first, we are really looking forward to seeing the results!”
Responsible for the end to end management of the entire promotion, Life is also tasked with creating and developing the campaign brand identity, creation of the website, trade and in store comms, promotional flash and on pack comms, as well as ATL adverts.