Kerry LowLow cheese and Ryvita Thins partner for experiential campaign by The Marketing Store
Kerry Foods’ LowLow Cheddar Spread and Ryvita Thins have partnered for an experiential campaign with The Marketing Store.
The Ryvita national shopping centre tour, handled by Sense, began yesterday at Westfield Shepherds Bush. At each event, LowLow Cheddar Spread will be sampled on Ryvita Thins to demonstrate product usage for both brands.
In-store sampling of LowLow Mature Cheddar Spread will begin at branches of Tesco nationwide from 11 February.
Luffa Khnom, head of experiential at The Marketing Store, said: “It’s somewhat unusual to see two brands who are used to fiercely competing for space in the retail environment, working together for a change. But this partnership allows both LowLow and Ryvita to tap into a wider audience with similar mindsets, enabling us each to double our potential exposure and sampling opportunities, within the same budget. Ryvita and LowLow are an ideal fit in this respect as they speak to the same audience and it’s a savvy move from both brands.”
Sorcha Ní Chléirigh, brand manager at Kerry Foods, added: “LowLow Cheddar Spread have had great success since they launched in 2011. In 2012 we are committed to driving the brand to gain even more traction and to get to more touch points around the country. As well as extending our reach for this period of activity, working with Ryvita also allows us to give consumers added value and a great serving suggestion! Ryvita Thins are a very popular product and what better way to enjoy the healthy snack than topped with our scrumptious LowLow Cheddar Spread?”
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