Laughing Cow luxury spa break on-pack
The promotion is aimed at challenging the misconception that the cheese triangle brand is only eaten by kids, when in reality the majority of consumption is driven by women, especially consumption of The Laughing Cow Light and Extra Light.
Consumers will be directed to The Laughing Cow UK facebook page, where they will find out instantly whether they have won one of hundreds of £500 SpaFinder Wellness vouchers or been entered into the grand prize draw in October, to win a trip to the luxury The Body Holiday LeSport resort in St Lucia.
Promotional packs will be available across both the multiple and convenience channels throughout August and September across all versions of The Laughing Cow triangles, except new Light with Emmental.
James King, Bel UK marketing director, says: “This is a great promotion that will appeal to The Laughing Cow’s loyal audience of female shoppers, who appreciate the product’s easy-to-control portion sizes at 25 calories per triangle.”
The Laughing Cow has 11% value share in the Spreads category and is growing by +6%, against growth of +2% for the whole category. Earlier this year, the brand launched a new Light with Emmental product, to appeal to shoppers who wanted a wider choice of cheese flavours but in lighter options.