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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Easy-to-digest milk brand a2 Milk has just run a digitally-powered “Try Me Free” campaign to increase visibility in store at the point of purchase and drive trial.

a2 Milk is a pure cow’s milk that’s naturally free-from the A1 protein found in regular cows’ milk, which some people have challenges digesting. a2 Milk hand-select cows that naturally produce only the easy to digest A2 protein so that many people can enjoy the benefits of dairy without stomach problems.

To increase awareness of the brand and the promotion, over 200,000 bottles were promoted using a “Try Me Free” neck collar. On purchasing the promotional product in-store, consumers opened the neck collar and were prompted to visit www.trya2milk.co.uk where they could claim their free product.

The promotion and the supporting website were created by Activate by Shopmium through a completely digital redemption process. Consumers registered on the site, provided feedback on their experience with the product, uploaded a picture of their receipt, entered either their PayPal or Bank Account details and then received their cashback.

The campaign was initially trialled across Waitrose over the course of November 2017 and was successfully rolled out across all retailers during January and February 2018.

Sarah Shakespeare, Social & Digital Content Manager at a2 Milk, says: “The Try Me Free campaign has gone very smoothly. The neck collars delivered good stand out on shelf and the redemption process was very easy for our consumers to use.”.

Activate by Shopmium is a Quotient Technology brand, enabling brands to drive measurable sales from their digital, on pack and in-store marketing spend.

Quotient Technology Inc., which was previously known as Coupons.com Incorporated, is a leading digital promotion and media platform that connects brands, retailers and consumers. It distributes digital coupons and media through a variety of products, including: digital printable coupons, digital paperless coupons, coupon codes, and card linked offers.

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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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Dairy company Müller has expanded its partnership with the US National Basketball Association (NBA) to offer consumers the chance to win a trip to New York for themselves and three guests, including tickets to an NBA game via two on-pack promotions across Müller Rice packs and Frijj bottles.

The activity is part of the marketing push for the NBA London game on January 11^th 2018.

In addition to the New York star prize, consumers will get redeemable on-pack codes to claim an NBA-branded mini hoop and basketball. Müller will also run an NBA-themed multimedia campaign in the lead up to the game.

Consumers will also have the chance to win four tickets to the NBA London game through promotions hosted on Müller Rice and Frijj social media channels. Taking place at The O2 on January 11^th 2018, the Philadelphia 76ers will take on the Boston Celtics in the NBA’s eighth regular-season game in London.

Müller chief marketing officer Michael Inpong says: “Last year thousands of Müller Rice consumers collected their mini hoop and basketball, and we are really excited to bring further inspiration to the category with our on-pack Frijj and Müller Rice promotions.”

The Frij promotion is live and runs until February 28^th 2018. The Muller Rice promotion goes live on November 11^th.

After purchasing a promotional pack consumers must visit the relevant promotional site and enter the unique code from the packaging, together with their full name, address (including postcode if applicable), valid email address and telephone number.

All valid entries received will be entered into the prize draw to win the trip to New York and NBA game tickets, which will take place on March 2^nd 2018. The prize includes return economy flights from a UK airport to New York, USA, transfers, four nights hotel accommodation, £200 travel allowance and insurance.

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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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Nurishment is launching a new campaign designed to raise awareness of the vitamin-enhanced milk brand among students and young adults.

Launching last week with an experiential event at Boxpark in Shoreditch, and running until October 2017, the #CanDo campaign will see large, branded fridges situated in high-footfall areas, while cameras will record the reactions of consumers as they are given passcodes to open them.

They will then be encouraged to share the footage on social channels using the hashtag #CanDo.

Nyree Chambers, head of marketing at brand owner Grace Foods UK, says: “Nurishment consumers live in the moment and we’re reinforcing Nurishment’s role as the drink for people with a #CanDo attitude. We’re confident that #CanDo will really engage students and young adults and the increased in-store presence will make Nurishment even more accessible to loyalists and other people looking for a nutritionally-enriched pick-me-up in a tasty, convenient format. ”

A major sales drive will target convenience stores in the catchment areas around experiential events, offering free stock, prize draw kits and a range of branded merchandising.

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Actimel, the yogurt drink brand from Danone, is giving consumers the chance to win one of three MINI Cooper Convertibles as part of its ‘Lift the lid off winter’ campaign, which aims to encourage people to stay positive in the face of the elements and lower temperatures.

To be in with a chance of winning, all consumers have to do is buy a promotional pack of Actimel and check for a winning lid. If the reverse of the foil lids shows a black MINI Cooper shaped icon then they have won a MINI Cooper convertible.

The on-pack promotion will run until the end of March. It is being supported by a heavyweight marketing campaign including TV advertising, social media activity, experiential, sampling, and in-store shopper marketing. Actimel multipacks are available from all major supermarkets and Co-op.

Hannah Mayhall, Actimel Brand Manager at Danone, says: “We wanted to encourage consumers to “stay strong” in winter and give them a chance to show their positive attitude, especially when the days are shorter and temperatures have dropped! With this promotion, we’re looking to celebrate and put a smile on the face of our three lucky winners.”

In the Republic of Ireland, Danone has partnered with charity Barnardos, which holds a lottery licence. This is to conform to Irish law.

Danone is a leading global food company built on four business lines: Fresh Dairy Products, Early Life Nutrition, Waters and Medical Nutrition. Present in over 130 markets, Danone generated sales of €22.4 billion in 2015, with more than half in emerging countries. Danone’s brand portfolio includes both international brands (Activia, Actimel, Danette, Danonino, Danio, evian, Volvic, Nutrilon/Aptamil, Nutricia) and local brands (Oykos, Prostokvashino, Aqua, Bonafont, Mizone, Blédina, Cow & Gate).

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Wyke Farms, the UK’s largest independent cheese producers and also generators of renewable energy, has announced a national partnership with Good Energy, the 100% renewable electricity and green gas company.

Wyke Farms is running an on-pack competition with Good Energy for 20 weeks, giving consumers the opportunity to win one of several prizes. The main prize is a lifetime supply of renewable electricity (value £22,000), as well as 20 one year’s supply prizes (capped at £550 per year each) and 50 Somerset produce hampers, worth £50 each. The competition appears on all Wyke Farms Cheddar packs, across the core range of Mature, Extra Mature and Vintage.

Both brands share a passion for food and energy provenance and, through this partnership, hope to increase consumer understanding of the environmental consequences of their consumption choices, be it for food or energy.

With over 50% of UK food coming from a foreign country, Wyke Farms’ is looking for a way to tell its farm to fork story. The Clothier family has been making award winning cheddar from their traditional family recipe, in the heart of Somerset, for over 155 years, with all of their milk coming from their family farm or other local family farms and British Red Tractor farms.

Meanwhile, Good Energy, the UK’s first 100% renewable electricity supplier, is keen to educate consumers about where its energy comes from. Their research shows that over 60% of power used to generate electricity is imported from abroad, travelling on average up to 2,500 miles before it reaches the UK. All of the electricity Good Energy supplies to the National Grid is sourced from UK renewable sources like wind and solar, as well as biofuels generated from food waste at Wyke Farms.

Wyke Farms and Good Energy both claim to be leaders in sustainability. Juliet Davenport, CEO and Founder of Good Energy, comments: “We are two very like-minded businesses so it’s great to be working together. Using food waste to generate renewable energy is a great example of a sustainable business in action, and we’re proud to say that some of this unique power makes up part of our electricity.”

Rich Clothier, third generation family member and Managing Director of Wyke Farms, comments: “The prize offering of our competition has the humble cow at the very heart of it; firstly, by supplying the milk to make the cheese and then to create the waste that generates the power, which will be supplied by Good Energy to fulfill the prize. It’s working with nature at its very best.”

Wyke Farms products are available nationwide and can be found in Asda, Co-op, Makro, Sainsbury’s Tesco and Waitrose. Good Energy sells 100% renewable electricity and green gas to thousands of homes and business around the UK via the National Grid.

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Light & Free is joining forces with Spotify UK for a year-long partnership to build strong connections between the Greek-style yoghurt brand and a music-loving audience.

Spotify has partnered with Light & Free to offer unique music prizes throughout 2017 where a small group of winners will see their favourite top-tier artists perform. These unplugged sessions will give fans a chance to watch their favourite artists up close in uniquely designed spaces.

Francois Brugiere, Marketing Manager at Danone Dairies, says: “Entering into the world of music is an innovative way for us to bring the feeling of ‘Light & Free’ to our audience. With this partnership, we are able to give something back to audiences not only through content and music but also in terms of delivering unique experiences that money can’t buy.”

Light & Free, which entered the UK with music at its core through a launch campaign featuring the Labrinth track ‘Express Yourself’, will partner with Spotify and eight lifestyle-focused social media influencers to reach young people who use music as a way of taking time out from their stressful lives.

Based around a series of unique music experiences and Spotify playlists, the activity, run in collaboration with MEC Wavemaker, breaks on February 1^st 2017 and will run throughout 2017. The visual identity was created in partnership with fellow WPP agency, Wunderman UK.

Each artist will be announced on Spotify via homepage takeovers and audio ads as the competitions begin. The first artist will be announced on February 20^th. In addition, Light & Free, Spotify, and their social influencer friends will create exclusive playlists that express different shades of enjoying “feeling Light & Free.”  Light & Free will also be one of the first brands to use Spotify’s innovative Branded Moments ad unit.

Danny Weitzkorn, a director at MEC Wavemaker, adds: “The Spotify partnership is an exciting opportunity to reach the Light & Free audience through one of its main passion points, music.”

Chris Forrester, Country Manager at Spotify, comments: “In the past few years, Spotify has witnessed a huge consumer trend towards moment-based music listening. In being the first brand to run a UK-based campaign around Spotify’s ‘Chill’ music moment, Light & Free has created the perfect opportunity to bring the brand attributes of Light & Free to an audience of relaxed and engaged music fans.”

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Primula Cheese is encouraging its customers to dream big this spring with the launch of a limited-edition tube design which will raise funds for UK children’s charity, the NSPCC.

The launch of the limited-edition tubes will be supported by a substantial marketing, PR and digital campaign, Little Moments of Big Dreams, which reinforces the message that all children deserve the opportunity to imagine a bright future.

The campaign will encourage Primula’s customers to share stories and pictures of their children’s ambitions, however big or small, as well as their own childhood dreams.

The new-look packaging will be on-shelf from mid-February through to the end of March 2017 across all stockists of Primula’s core chilled range, with 20% of tube profits donated to the NSPCC.

The limited-edition packaging design features both the Primula and NSPCC logos, with the NSPCC’s trademark green branding used as a background colour, alongside the existing individual colours used to denote each Primula flavour (Original, Cheese with Chives, Cheese with Ham, Light Cheese and Cheese with Prawns).

Primula is wholly owned by the Kavli Trust, a charitable organisation, which means every time a customer buys Primula cheese they are helping to support good causes in the UK and around the world.

The 20% of profits donated to the NSPCC throughout the campaign will be in addition to the money already given to charities through the Kavli Trust.

Paul Lewney, Managing Director of Kavli UK, which produces Primula Cheese, said: “Charity is very much at the heart of Primula’s work and so we are delighted to announce our partnership with the NSPCC in 2017. All children in the UK should have the right to a safe and happy childhood, but sadly for some this is a time overshadowed by abuse and neglect. The NSPCC carry out fantastic work which allows children to be children and that is at the heart of our Little Moments of Big Dreams campaign.”

Lewney added: “We believe this is a campaign which will really strike a chord with our consumers, many of whom are parents or grandparents, and are looking forward to supporting the fantastic work of the NSPCC.”

Claire Hoyle, Head of Corporate Partnerships at the NSPCC, said: “The NSPCC is thrilled to be supported by Primula and their Little Moments, Big Dreams campaign.  This initiative recognises that young people deserve the opportunity to realise their full potential and achieve their dreams in a world safe from abuse and neglect.”

The limited-edition NSPCC Primula tubes are on sale in selected Asda, Morrison’s, Tesco, Sainsbury’s and selected smaller independent stores.

Primula is part of the Kavli Group, the world’s first manufacturer of spreadable cheese, established in 1893 in Norway. Olav Kavli created the Primula brand back in 1924 and established a factory in the UK in 1936.

Primula has been a leading family brand for over 90 years. Best known for its squeezy cheese range, Kavli Ltd also owns Castle MacLellan Foods, brand leader for pate, and St Helens Farm, brand leader in Goats milk and associated products.

The Kavli Group is fully owned by the Kavli Trust, a charitable organisation committed to supporting good causes within the UK and worldwide.

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