Dairylea is as natural as kids’ play. In order to get the product into the baskets of as many Mums as possible, we began with a hard-working on-pack promotion. We launched our campaign by redesigning the Dairylea packs, offering people the chance to win a moo-ing Dairylea cow to hold their infamous triangles in their fridge… or a £10,000 holiday! Such was the desirability of the moo-ing little cows that they were selling on eBay for over £25 each! Subsequent iterations of the campaign have had us create a series of three moo-sical cows and even a set of four moo-ing racer cows – with each promotion supported through-the-line, from on-pack, to in-store, point of sale, social media bespoke content, outdoor and TV.
From plastic and nostalgic to fantastic
YOY volume sales up 67%
Perceptions of Dairylea as healthy and natural up 17% after one campaign burst
Over 8 million people reached
To launch the first of our ‘Moo’ campaigns we created this 20” spot, telling people about our on-pack competition to win a moo-ing Dairylea fridge cow or a £10,000 holiday. We ran this on-pack, in-store, on social media and into TV and print. The moo-ing cows became so desirable that after the competition closed they were selling on eBay for over £25 each!
In 2014 we jumped on the nation’s increasing love of our little fridge cows – and launched a new promotion (with a new easier mechanic) that gave people the chance to win one of three different cows… or collect them all! Drawing on our audience’s love of music and the cow character, we created three moo-sisal cows – rock, pop and hip-hop – each with their own funky outfit and custom musical moo sound. Lucky winners were encouraged to send in a photo of themselves and their cow to join the UK’s biggest ‘Moo-sical Super Group’. We used Dairylea social channels to share images, encourage repeat entry – and shine a spotlight on the winners to ensure the promotion seemed fun and achievable. All 2013 stats were smashed in an udderly moo-vellous way!
In support of Dairylea’s moo-ing racer cow 2015 campaign, we worked on a series of video posts for Dairylea’s social media channels that would bring the cows to life. We wanted to inspire excitement in our audience around the prizes that could be won – by showing them the real-life prizes in the context of a home. Within the fun and entertaining snappy videos we demonstrated how the cows could be played with, their scale and how you could let your imagination come to life with the different racing characters. Bright, colourful and sharable – our videos (and occasional accompanying photos) helped drive awareness of the campaign and entries to the online competition app.