Shoppers across the UK can discover what kind of snacker they are and win one of 10 £100 H&M vouchers when yogurt drink Optiwell’s ‘Thank Goodness’ campaign hits four major shopping centres.
The real world element of an integrated campaign which includes online video content and a billboard campaign will see Optiwell Brand Ambassadors deployed during July. Launched at Westfield Shepherds Bush in London from July 8-10, the campaign will also visit Bluewater in Kent (July 15-17), Manchester’s Arndale Centre (July 22-24) and Birmingham’s Bullring (July 29-31).
Shoppers will be invited to enter a quiz to determine their snacker profile and sample the no-added sugar, 64 calories per 200ml yogurt drink from FrieslandCampina. Each ‘Goodness Girl’ ambassador has been specially chosen to represent one of three possible snacker personas that consumers will be matched to, depending on the answers they give.
“We want to show people how Optiwell understands women, as well as how good the Strawberry & Raspberry and Peach & Apricot varieties taste,” said Anna Stennett, Account Director at real world marketing agency Sense, which is running the activation. “Anyone taking part in the quiz will be entered into a prize draw for the chance to go on an H&M shopping trip. A supporting billboard campaign will run simultaneously at each location to drive awareness of the activity and promote the online video content featuring TV presenter Holly Willoughby.”
Commenting on the campaign, Kate Nunn, Marketing Manager at FrieslandCampina, said: “Optiwell believes in making life a little easier with a delicious yogurt drink to tide you over, that’s perfect for at home or on the go. Resisting temptation with Optiwell has never tasted so good.”
FrieslandCampina is one of the world’s largest dairy co-operatives. Its new yogurt drink Optiwell includes calcium and protein but with no added sugar, no fat, and is only 64 calories per 200ml.
Sense is a specialist experiential, event and marketing agency that helps brands create exciting things in the real world as part of full-spectrum marketing communications campaigns.