LowLow, the healthier cheese brand is partnering up with Ryvita in a unique sampling collaboration this month as both brands embark upon key activity for 2012.

The activity kicks off in January when consumers are thinking about a healthier approach to the New Year. With the two brands planning similar schedules of activation, LowLow made the approach to hugely successful Ryvita and The Marketing Store, which handles all LowLow experiential activity, negotiated the parameters of the partnership with Ryvita last month.

Luffa Khnom, head of experiential at The Marketing Store, says: “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”

On the 11th of February, LowLow, the female focused cheese brand, will begin its in-store sampling of its Mature Cheddar Spread at branches of Tesco nationwide. Meanwhile the Ryvita national shopping centre tour, handled by Sense, begins on the 26th January at Westfield Shepherds Bush. At each event, LowLow Cheddar Spread will be sampled on Ryvita Thins to demonstrate product usage for both brands.

Sorcha Ní Chléirigh, brand manager at Kerry Foods, adds: “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!”