Cat Among The Pigeons Creates Horlicks Wellness Campaign


Cat Among The Pigeons has created a major brand partnership promotion for Horlicks as part of its ongoing marketing campaign to drive trial and attract a younger audience.

The Happy Place on-pack promotional campaign offers shoppers a free three-month subscription to Fearne Cotton’s Happy Place app with every purchase of Horlicks 400g, saving almost £15. There is also the chance to win 1 of 10 Wellness Weekends.

The Happy Place app is curated by Fearne Cotton and features wellness content and videos from a host of experts across mindfulness, yoga, meditation and sleep to help you take a break during busy days.

The ‘Wellness Weekends’ for two have been created to indulge the senses and include the choice of a Yoga Retreat, a Luxury Spa Weekend, a Wellness-Inspired Glamping Break or a Delicious Foodie Break at boutique locations across the UK.

Cat Among The Pigeons designed the new promotional packs which will be rolled out in all major retailers during January and run until the end of March 2024.

The promotion is supported by a comprehensive shopper marketing campaign including digital advertising screens, in-home sampling, category aisle fins and retailer magazine to drive awareness of the on-pack offer.

Cat Among The Pigeons created a QR code and the microsite to facilitate easy entry to the Wellness Weekend prize draws, verifying proof of purchase as well as providing a seamless journey to claim the FREE Happy Place app subscription.

Rebekha White, Brand Manager at Aimia Foods, commented, “following our successful sponsorship of Fearne Cotton’s festivals last year we are excited to take our partnership to the next level with this on-pack promotion – providing shoppers with even more ways to find their happy place!”

Paul McGann, Founder at Cat Among The Pigeons added, “shoppers are under pressure to balance the family food shop but we are confident that an added value promotion with a wellbeing ‘reward for all’ will attract new shoppers into the category and drive incremental Horlicks sales.”