Cravendale Thomas Cook Travel & Leisure

Cravendale launches ‘Come Home to Cuppa’ social media campaign with Outside Line

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By The Drum Team | Editorial

July 16, 2012 | 2 min read

Cravendale is launching a social media campaign this month in partnership with Thomas Cook, entitled ‘Come Home to Cuppa’.

Devised by Outside Line, the campaign aims to promote the key message that unopened Cravendale milk remains fresh for up to 21 days, so consumers can have a cup of tea before they go on holiday, and another when they arrive home.

Outside Line has created a competition tab to sit on Thomas Cook’s Facebook channel, giving away three holiday prizes: a London hotel stay, £350 Thomas Cook vouchers and a family holiday to Menorca, with 50p-off Cravendale vouchers being given to the first 5,000 entrants.

Sophie Macaulay, brand manager for Cravendale, said: “Come Home to a Cuppa is a summer campaign that really drives our fresher for longer credentials. We know that there’s a great deal of comfort in a post-holiday cup of tea, no matter what your age or family setup - and buying Cravendale before you fly is the easiest way to guarantee you arrive home to fresh milk.

“A lot of our campaign activity involves behavioural targeting which is really exciting for the brand. The campaign is designed to drive volume and through our activity we’re striving to reach as many holidaymakers as possible.”

Cravendale Thomas Cook Travel & Leisure

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Outside Line

Outside Line; a social agency specialising in creating branded experiences to engage audiences and connect like minded people. Online to offline, interactive to in-store... every concept is designed to share. Founded in 2001, clients include Cravendale, Lurpak, Becks, Budweiser and British Gas.

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