snack brand BEAR works with to release integrated marketing campaign


By Jennifer Faull, Deputy Editor

July 9, 2012 | 2 min read

BEAR, the healthy snack brand, has launched its first integrated marketing campaign, working alongside discount deals site

The campaign has been designed to encourage product trial, brand loyalty and consumer education. Through an online initiative, customers who play BEARS's 'Forest Games' will be rewarded with a series of printable coupons in an effort to encourage brand loyalty. BEAR has also encouraged brand awareness though a series of live outdoor events hosted in forests across the UK as well as in-pack collector cards, a point-of-sale collectors’ poster and the website, Facebook and digital games.

The FMCG company has been motivated to undertake this integrated marketing campaign due to its recent significant growth.

Victoria Willis, marketing maestro at BEAR, commented: “We’re really excited that BEAR has more than doubled in size, in the last year, driven by a healthy rate of sale as more people get their 'paws' on Bear Fruit Nibbles for the first time. We wanted to further increase this growth by encouraging further trial, through our Forest Games online and printable coupons activity.” Limited worked with Bear on its integrated marketing campaign and provided secure printable coupons to consumers who engage with Bear by playing the online games. Limited is also working alongside Bear to ensure that controlled coupon redemption is in place for the campaign.

Oliver Felstead, UK managing director at Limited has explained: “Marketing campaigns that incorporate coupon giveaways must be innovative and sophisticated and the central coupon component needs to be securely managed in accordance with the promotional marketing industry’s guidelines and best practices. We are pleased to be involved with Bear on this campaign, both for the innovative way in which it is engaging with its target audience, as well as the values it aims to inspire in this consumer base.” BEAR

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