Cravendale is launching its first ever on pack promotion, in what will be a category first for the milk sector.

The campaign allows consumers collects points by entering special codes found on Cravendale bottles online which can be redeemed for kitchen collectables, including cookie mugs, teapots, milk jugs and more.

Life has developed the fully integrated campaign, based on a unique loyalty scheme that can be amplified on-pack, in-store, on-line and ATL in women’s weekly press adverts.

Life is also tasked with creating and developing the campaign brand identity, creation of the website, trade and in store comms, promotional flash and on pack comms, as well as ATL adverts.

David Poole, managing director at Life, says: “We wanted to engage and re-ignite new consumers with the Cravendale brand, whilst rewarding loyal customers with a collection of unique ‘money can’t buy’ promotional opportunities.

"The campaign is not only a first for Cravendale, but a first for the entire milk sector, and we’re looking forward to continuing to work with such an innovative brand.”