MU cheese partners with Rio 2 in marketing push

Adams Foods’ MU cheese has partnered up with 20th Century Fox and Rio 2 to promote its range of cheeses ahead of the film’s 4 April release.

The partnership, developed by marketing agency Blue Chip, will see MU consumers offered the chance to win a Rio plush toy every day plus the opportunity to win a family holiday to Rio de Janeiro.

To enter, consumers are invited to visit the bespoke promotional microsite, created by Blue Chip, to register their details and the last four digits of the promotional pack barcode to be entered into the daily and grand prize draws.

The activity will be live from 1 April for 12 weeks, and will feature across the full MU range, including the 260g and 400g block cheddar packs, sticks, and grated.

Blue Chip account director Rachel McHale said; “Cheddar cheese is a commodity product with purchase decisions frequently made on price at fixture. The consistent deep cut price deals make added value stand-out a must have in order to drive cut through at-shelf. The resounding sales success of our MU and Smurfs 2 partnership, which saw a fantastic sales uplift throughout the promotional period, confirms that strong on-pack comms that sit in line with core brand strategy and specifically target our key consumers will deliver success.”

She added: “Rio 2 provided the perfect opportunity to deliver both a high value and high frequency prize pool ensuring real stand-out and cut-through at the point of purchase.”

The promotion will be supported with a bespoke social media campaign, press advertising and extensive PR activity.

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.