McCain is looking to build on their sponsorship of UK Athletics with a marketing drive that focuses on keeping kids active during the summer holidays.
In an eight week on-pack promotion, devised by The Big Kick, 100 Garden Game Sets will be given away via a free prize draw every day.
The promotion will be launched along with a new website giving advice and tips on keeping kids active during the summer holidays. The on-pack promotion will launch at the same time and run across 4 million packs of oven chips.
In July 2008 McCain signed a 5 year sponsorship deal with UK Athletics to add depth to their ‘It’s All Good’ positioning. As part of this sponsorship, McCain have run a series of ‘Track and Field’ roadshows in conjunction with UK Athletics and this will be on tour again in the UK during the coming summer months. McCain have also created the ‘Athletics4Life’ programme in support of the government ChangeforLife initiative.
This new initiative builds on the McCain partnership with UK Athletics and reflects the fundamentals of all athletics – running, jumping and throwing. The garden sets include 6 cones and a stopwatch, 4 jumping sacks and 2 mega-howlers with a target mat. Consumers can enter the prize draw either online or via SMS.
Jayne Sawyer, sponsorship manager at McCain says: “We are keen to build awareness of our UK Athletics sponsorship, and our own commitment to promoting a healthy lifestyle, in a fun, proactive way. This new promotion links well with both the ‘Track and Field’ roadshows and ‘Athletics4Life’ programme and allows us to communicate with a much larger and broader audience. It will also provide mums with a bit of help over the summer months in occupying their children with enjoyable, sporting activities.”
The activity will be supported with PR and a tie-in with a national daily newspaper.
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