Tesco runs media partnership with The Sun during Euro 2012 Championships to promote savoury baked bites brand Llama's
A marketing campaign from Tesco will promote its savoury baked bites brand Llama's through a media partnership with The Sun, based around the European Football championships. The bites, which are baked in the shape of a llama, will be promoted through an outdoor poster and print media campaign, created by brand consultancy Goosebumps. The campaign will also include a media partnership with The Sun newspaper, as well as a national 6-sheet outdoor media campaign. The media partnership will see every reader of today’s edition of The Sun eligible for a free pack, while the brand llama character will also offer its comment on Euro 2012 matches throughout the duration of the tournament, matching predictions against pundit Chris Kamara made through Goosebumps was tasked with developing a brand positioning for the product, which saw it move away from using a cute llama mascot, to develop ‘an anarchic character’ with a strong personality. This included the development of the proposition ‘one mammal’s missing to rid the world of boring snacks’. The purpose of the campaign is to help consumers understand that this the product is a new one, baked in the shape of a llama, available within the biscuit aisle at Tesco.