Mondelēz International-owned cheese snack brand Dairylea, is offering families the chance to win ‘super cool’ or ‘cheesy’ prizes this summer.

Launched in July and running until the end of September, the on-pack activation will offer over 1,000 instant win prizes that are either ‘cool’ or ‘cheesy,’ including tablets, bikes, and karaoke kits. To find out if they’re a winner, consumers need to purchase a promotional pack then head to supercoolorsupercheesy.com to enter their barcode.

The promotion will feature on packs of Dairylea Dunkers, Snackers and Lunchables, and aims to drive category growth. It will be supported by significant investment across digital and social.

Rebecca Prout, Senior brand manager for Dairylea commented: “Being the leading snacking cheese brand, with a 65% share of snacking kits and 33% of kids’ snacks, we’re championing these segments with a unique promotion that will help retailers drive cheese sales throughout the summer and during the back-to-school period. The concept is based around the cool and cheesy things in life and we hope this promotion will create fun discussions in everyday family life!”

Mondelēz International is a global snacking company with 2017 net revenues of approximately $26 billion. Mondelēz International is a world leader in biscuits, chocolate, gum, candy and powdered beverages, with power brands such as Oreo and belVita biscuits; Cadbury Dairy Milk and Milka chocolate and Trident gum.

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Branston, the UK’s best-selling pickle brand, is to launch a UK sampling tour this month, as part of a wider marketing initiative to aimed at reinforcing the pickle brand’s positioning as ‘the perfect partner for cheese’.

The activity will amplify the success of the brand’s ‘Please The Cheese’ campaign and bring Mr. Cheddar, the down to earth hero of the TV ad, to life. At each event, Mr. Cheddar will greet consumers with samples and tap into the nation’s love affair with cheese by encouraging them to pose and upload photos on Instagram using the #PleaseTheCheese hashtag.

The tour will take place at 11 events and 12 supermarkets and comprises of 39 live activities across the UK from now until the end of the year. Key dates include Lambeth Country Show in London (21-22 July), Bristol Balloon Fiesta (9-12 August) and Bournemouth Air Festival (30 August-2 September).

At the events, consumers will be able to try different products from the Branston pickle and chutney ranges, accompanied by Cathedral City cheese and Jacob’s crackers from the Branston sampling van. With up to 5,000 samples distributed per day, Branston’s sampling activity aims to reach more than two million consumers in total and recruit a new generation of pickle lovers by reminding them of the delicious taste combination of cheese and pickle.

Branston lunchboxes, key rings and goodie bags will be handed out and consumers will also be given recipe cards, Branston dip pots and money off coupons for Branston pickle.

Nisha George, senior brand manager at brand owner Mizkan, says: “We wanted to bring this association to life in an impactful way to reconnect with our loyal customers, engage a host of new ones and to invigorate the pickle category nationwide.”

The Branston brand is owned by Mizkan Euro, the European subsidiary of Mizkan, a privately-owned Japanese business started in 1804, which is the number one Sushi seasoning supplier in the world. Mizkan is a global business with over 210 years’ experience in producing high quality products. Mizkan Euro brands include Branston Pickle, Hayward’s Pickled Vegetables, Sarson’s Vinegar and Dufrais vinegar.

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Brands including alcohol-free Budweiser Prohibition Brew, Walkers Max Strong, Branston, Primula and Bodean’s have signed on as partners for National BBQ Week, a multi-brand experiential, sampling and marketing campaign which returns for the 22nd year from Monday May 28th.

The organisers say that National Barbecue Week is one of the UK’s top awareness weeks and has, since its launch in 1997, been a “catalyst for growth in the BBQ market” according to PR Week and also being “fundamental in changing consumer attitudes to BBQ” according to Mintel and The Grocer.

Launching on Spring Bank Holiday and running from 28th May until the 3rd of June, the awareness week will be incorporating a dynamic digital, PR and media focus set to reach over 25 million people. There will also be experiential sampling at the launch of London’s ‘Summer by the River’ festival from the 1st to the 3rd June, where a further 150,000 people will be exposed to the campaign.

Key sponsors for this year’s campaign are: Official Alcohol-Free Beer: Budweiser Prohibition Brew; Official Snack: Walkers Max Strong; Official Sauce: Branston; Official Cheese: Primula; and Official BBQ Restaurant: Bodean’s.

Competitions will be run through media and through social media channels including Instagram, Twitter and Facebook including the return of the BBQ Baptas. Consumers will be encouraged to send in videos of their fun barbecue or grilling technique and results, with the aim of winning a BBQ Bapta Award, a cash prize and a BarbiBox, full of product from the sponsors.

Along with the UK’s leading BBQ Website full of hints, tips, recipes and guides to ‘Being a Better BBQ’er’, there is also a Barbi Blog, with messages from the sponsors and chief GrillMaster, Brian George, founder of National BBQ Week.

George, who runs agency Grocery Gurus, says: “National BBQ Week is one of the UK’s biggest awareness weeks and has helped change consumer BBQ attitudes and usage from just 9 million in 1997 to over 130 million last year with the overall BBQ food and drink market being worth around £1.3 billion, up from just £150 million back in 1997.”

Grocery Gurus will also be organizing other multi-brand campaigns including WorldBeerathoN in October (to coincide with Octoberfest), Get Wine Wise in November, Mixorama (for at-home cocktails) in December, and National Wine Week, from 26th November to 2nd December.

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New Zealand cheese brand Mainland has just run an innovative consumer promotion which subverts the idea the 21^st century consumers want instant gratification.

To underscore the brand’s long-running slogan, ‘Good Things Take Time’, its agency, Auckland-based Colenso BBDO, created a deliberately time-consuming challenge. The Mainland 2,000-Piece Voucher consisted of a jigsaw puzzle which, when completed, would entitle the consumer to 20kg of free Mainland Tasty Cheese or 50 packs of Mainland Brie or Blue cheese. Which prize consumers got depended on which of three versions of the puzzle they received.

The promotion kicked off on Facebook at the beginning of December 2017, with consumers invited to apply for a draw for one of 15 of the jigsaws by posting to Mainland’s Facebook page saying who they’d most like to complete it with.

The 15 people who won a jigsaw then had until January 28^th, 2018 to complete it, take a picture of themselves with it (clearly showing no pieces missing) and send it in via the Mainland Facebook page.

Mainland Group Marketing Manager Margaret O’Sullivan says: “‘Good things take time’ is such a strong part of our brand DNA, so we’re thrilled to be able to execute it in such a brilliantly simple way.”

Mainland and Colenso BBDO say that the consumers who got the puzzles spent hundreds of hours on them – the fastest completion time was apparently 45 hours.

A video of the promotion is available on Vimeo.

Mainland is owned by New Zealand dairy collective Fonterra, which makes around 30% of the world’s cheese.

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Applewood Smoked Cheddar is running an on-pack promotion in partnership with new British romantic comedy film, Finding Your Feet, offering a prize of flights for two to Rome, two nights’ accommodation plus sightseeing and a meal at a top restaurant.

Finding Your Feet stars Imelda Staunton as ‘Lady’ Sandra Abbott, a middle class, judgmental snob on the verge of retirement who discovers that her husband of 40 years is having an affair with her best friend. Devastated, she moves in with her estranged bohemian older sister, Bif, played by Celia Imrie, who lives on an impoverished inner-city council estate. Bif forces her to re-engage with life, taking her to a community dance class to meet her friends, played by Timothy Spall, Joanna Lumley, and David Hayman. Staunton and Spall take a trip to Rome in the film. The film opens in the UK on February 23^rd, 2018.

The Applewood Smoked Cheddar promotion started at the beginning of February and runs until the end of March 2018. There will be a draw on April 1st. Entrants must be UK residents aged 18 or over, excluding anyone who works for brand owner Norseland or professionally connected to the running of the promotion.

Entry is via the brand website, www.applewoodwin.co.uk, and the winner will be chosen at random. Multiple entries are allowed, but shoppers must buy an Applewood promotional pack every time they enter. Promotional packs and till receipts must be retained.

Applewood is a blended English cheese made by the Ilchester Cheese Company, which is a subsidiary of Norseland Ltd, based in Ilchester, Somerset. Norseland is owned by Norwegian dairy co-operative, Tine SA. Brands distributed in the UK include Applewood, Mexicana, Ilchester, Norwegian cheeses Jarlsberg, Snofrisk and Gudbrandsdalen, a range of Italian cheese under the Michelangelo name, and Marmite cheese (under license from Unilever).

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Kerry Foods is joining forces with Sony Pictures Consumer Marketing to run a new ‘Express Your Selfie’ on-pack promotion for its kids’ cheese snacking products, supporting the release of Sony Pictures Animation’s upcoming film, The Emoji Movie, released on August 4 2017.

Featuring across the Kerry Foods kids’ dairy portfolio including Yollies, Cheestrings and Scoffies, the promotion is part of a wider £1m integrated marketing campaign which will also include TV, shopper activation and digital support.

To enter, shoppers must create their best Emoji expression, drawing or selfie using their favourite prop and upload the photo or drawing to either www.cheestrings.net/emoji  or www.yollies.co.uk/emoji. In addition to the daily prizes, every entry will trigger an instant movie-themed download.

Victoria Southern, GB Marketing Director at Kerry Foods, comments: “The Emoji Movie is a hilarious, exciting adventure that takes you into the secret world inside your phone.  These characters are able to express what we’re all feeling inside – that’s why they’re popular all over the world.  We’re excited to help kids and parents capture that and show their true feelings. We feel that the film perfectly represents what we are all about as a brand; fuelling a sense of freedom to be yourself and making the kids’ snacking occasion as fun and engaging as possible.”

Southern adds: “Following successes from previous partnerships, which saw Cheestrings value sales grow by +12% and penetration increase by +5%, we are confident that the mass appeal of The Emoji Movie will mean promotional packs are just as popular with parents looking for an exciting and nutritious snack for kids. We are once again driving engagement within the category with eye-catching packaging that we know will have real traction and appeal with parents who buy Cheestrings, Scoffies and Yollies frequently, as well as attracting new fans to the dairy portfolio.”

The on-pack promotion will be live in-store across grocery and impulse channels from July 10 for 10 weeks.

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Kerry Foods is offering consumers a free download from a wide selection of songs from Universal Music with promotional packs of Attack A Snak or Cheestrings.

The new on-pack promotion launches in the UK and Ireland soon and will run until late September. The free download is worth 99p and shoppers can choose which track they want from the selection on offer.

The same promotion is running across a number of other European countries, including Belgium, the Netherlands, Germany, Austria, Poland, Spain and Italy.

Kerry says music downloads are growing by +6.9% globally, observing that downloading tracks has become very popular, with many people preferring to download than to buy it as a CD.

Tom Willcock, Kids’ Dairy Marketing Manager at Kerry Foods, says: “The UK cheese market is worth a staggering £2.3bn, but the kids’ dairy snacking sector is yet to reach its full potential. We are keen to continue to drive this growth.”

Kerry has previously run licensed promotions linking Cheestrings with Star Wars and Marvel’s Captain America: Civil War and also with Bin Weevils collectible toys.

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Branston Pickle, the UK’s best-selling pickle brand, and Pilgrims Choice, the UK’s number two cheddar brand, are running a joint promotion to celebrate the classic flavour combination of cheese and pickle.

The new promotional tie up will focus on driving frequency of purchase and usage via an on-pack promotion, starting in July and running until the end of September, which gives consumers the chance to win a year’s supply of cheese or pickle.

Branston Pickle and Pilgrims Choice will also be creating a series of recipes highlighting new and exciting ways to combine the two food staples. These recipes will be hosted on a bespoke website launched for the campaign, www.cheeseandpickle.co.uk. The simple, everyday recipes, such as macaroni cheese, a ploughman’s sandwich and a bean burger, will also be supported through a joint PR and social media programme.

In addition to this Branston Pickle is partnering with popular street food trader Grill My Cheese to create the formula for the perfect toastie incorporating the complementary pairing of cheese and pickle. This partnership will highlight top toastie tips to consumers and will be supported by video and recipe content.

Lorna Kimberley, Head of Marketing, Mizkan Euro, says: ‘Our main objective with this partnership is to drive frequency of purchase of both brands, by highlighting how cheese and pickle are the perfect partners. As our products share the same usage occasion, the mighty sandwich, as well as having similar brand values, working together is a natural fit. Partnering with Grill My Cheese will provide an excellent platform from which to engage consumers in a fun, credible and compelling way. ’

The Branston brand is now owned by Mizkan Euro, the European subsidiary of Mizkan, a privately-owned, Japanese business started in 1804, which is the number one Sushi seasoning supplier in the world. Mizkan Euro owns Branston Pickle, Hayward’s Pickled Vegetables and Sarson’s Vinegar.

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Mini Babybel has launched a £1 million marketing campaign including ‘Celebrate Every Goal’, a football-themed online game, in advance of the football fever expected to sweep the UK with the start of the Euro 2016 tournament in France.

Mini Babybel, owned by Bel UK, is not officially connected to the tournament, so the brand is being careful not to mention it directly in the game or the campaign, instead referencing the UK’s ‘exciting summer of sport’.

The Babybel campaign launches in May. The million pound investment will centre around a brand new online game where consumers take part in their very own tournament.

Mini Babybel fans will be challenged to net as many Mini Babybel cheeses as possible in 10 seconds. Signing up to play the online game will automatically enter consumers into a prize draw.

Running until July 11^th 2016, consumers will have the chance to win a European city break, as well as one of many instant prizes including money-off vouchers.

Helping consumer to ‘celebrate every goal’, the online game will be supported by a new TV commercial, video on demand, social media, in store and online activations supporting price promotions, as well as limited edition packaging

Shoppers will be able to support their favourite country as almost all individual Mini Babybel cheeses will be cellophane wrapped with a flag from a participating nation.

The cheese brand will build on its relationship with consumers as it has scored prime time slots for its new Super Supporter TV commercial from the end of May until mid June, encouraging shoppers to “celebrate every goal” and play the Mini Babybel online game.

The Euro 2016 tournament runs from June 10^th to July 12^th.

The campaign will also have £120,000 shopper marketing investment and will support grocery multiples, symbols and independents with strong visibility including outdoor digital screens and on-shelf POS. The 12-week integrated campaign runs from May 9^th.

Chloe Feminier, Head of Insights at Bel UK, comments: “Our ‘Celebrate Every Goal’ campaign taps into this summer’s football frenzy across all ages, and Mini Babybel’s natural fit with the healthy fun of football will bring excitement and interest to the snacking cheese category”

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