The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

Onken to roll out first BTL integrated campaign

Author

By The Drum Team, Editorial

May 10, 2011 | 2 min read

The first below-the-line integrated campaign for Onken is set to drive trail of its product range.

The ‘Love Onken’ campaign, by Life, will be supported through on-pack promotion which will invite consumers to ‘LOVE me or your MONEY BACK’ across its big pot yogurt range.

Also supporting the campaign will be a new brand website and a £200k sampling campaign in 450 stores across major supermarkets. Sampling will also include in-store leaflets highlighting the on-pack promotion and online competition to win a luxury spa break.

The new Onken website will facilitate the redemption mechanic for the campaign’s money-back guarantee and host an online recipe finder, an on-line competition and more details on the brand and its extensive product range.

Laura Graham, head of UK marketing, Emmi UK which recently acquired the Onken brand, 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.”

This will run until July across the entire product range, with in-store rolling out in May.

Trending

Industry insights

View all
Add your own content +