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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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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Yakult is giving customers the chance to enjoy a range of activities that are rewarding for both body and mind, in a on-pack promotional campaign created to celebrate ‘The Science of You’.

Customers can claim a free sports or wellbeing session with every promotional pack of Yakult and Yakult Light. Various activities on offer include tennis, swimming and golf lessons, personal trainer sessions and even out-of-the-ordinary experiences such as Disco Yoga and outdoor boot camps with British Military Fitness. There are over 3,000 venues taking part in the campaign nationwide.

For those more into wellbeing for the mind, Yakult has also collaborated with The Mindfulness App to offer three months free subscription to its premium meditation service.

Reshma Patel, Marketing Manager at Yakult UK & Ireland, says: “‘The ‘Science of You’ campaign aims to drive penetration over the summer-time, when people are increasingly looking for positive lifestyle choices. The simple mechanic, celebrating wellbeing and the science of the human body, connects the brand with our core values while also helping us deliver on our business objectives.”

The campaign is running until July 31^st, 2018 across 2.5 million packs. Customers who register within the promotional period can still download vouchers until September 30th, with vouchers being accepted at venues until December 3^rd, 2018. Promotional packs can be purchased in all major supermarkets and independents across the UK and Republic of Ireland.

To take part, consumers buy purchase any promotional pack of Yakult or Yakult Light, visit www.yakultactivities.com, register their details and enter their promotional code. They will then be able to browse thousands of independent studios, pools and gyms to find those in their local area and download a voucher. To claim their free activity, customers they must present the voucher at their chosen venue.

Campaign concept, partners and creative, which includes in-store POS, OOH media as well on-pack stickers, was developed and is being managed by London-based agency TLC Marketing. TLC also designed and built the campaign microsite, with the ‘Yakult Activities’ portal, which uses an interactive quiz to educate customers about what activities can help their body and why.

Martin Covill, Director of Business at TLC Marketing, said, “Dr Shirota, the scientist who created Yakult, believed that true health stemmed from both physical fitness and mental wellbeing. The ‘Science of You’ campaign embodies the history and vision of Yakult, but also pays homage to Dr Shirota – honouring his legacy with body and mind orientated rewards.”

TLC Marketing previously worked with Yakult on a 2015 campaign to celebrate the brand’s 80th anniversary with an on-pack ‘Culture Pass’ promotion.

TLC Marketing Worldwide is a global leader in loyalty, incentive and reward campaigns. It is the Institute of Promotional Marketing (IPM) Agency of the Year 2017 and won The Queen’s Award for Enterprise in International Trade in 2016. In the past two years, the agency has also won awards for its work with Continental Tyres, Bupa, Pallas Foods and Braun. Other clients include Eon, HSBC, First Direct and Yakult.

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Cornwall will be coming to Observation Point on London’s South Bank on Monday 14^th May to kick off a UK-wide roadshow for ice-cream company Kelly’s of Cornwall, offering consumers the chance to sample its range and enter a competition to win a Cornish beachside weekend break.

The Kelly’s of Cornwall Grand Flavour Tour was created to bring a taste of the Cornish Seaside to the rest of the UK, using distinctive Cornish icons.

The activation has been created by i2i Marketing and the stand design was inspired by Kelly’s of Cornwall latest ‘Cornish-speaking’ TV advertisement, which also launches on May 14^th. The Kelly’s of Cornwall TV ad was created by award-winning agency, Isobel.

The London debut will showcase the world’s first “Kelly’s of Cornwall Ice Cream Pasty”. TV chef and Kelly’s ‘ice cream sommelier’ James Strawbridge will be inviting passers-by to try innovative “Cone-ish pasties”, which are made of sweet-filled crumbly pastry.

This works like an ice cream cone and will be topped off with a choice of three Kelly’s ice cream desserts:

• Cream Tea Cone-ish Pasty with Kelly’s Berry Eton Mess ice cream
• Spiced Apple & Date Crumble Cone-ish Pasty with new Kelly’s Butterscotch Pecan ice cream
• Red Velvet Cone-ish Pasty with Kelly’s Clotted Cream ice cream

The unique Cone-ish pasties have been developed by James Strawbridge in association with Wild West PR.

The Kelly’s of Cornwall Grand Flavour Tour will then be travelling around the UK to share its uniquely Cornish Ice Cream at 36 supermarket locations over six weeks.  Visitors will be able to sample the Kelly’s take-home flavour range with a variety of toppings and will be invited to vote for their favourite flavour via digital touch screens on the stand, with a chance to win a beach-side “Flavour of Cornwall” weekend break.

The results of the vote will be shown every week on the Kelly’s Facebook page, along with upcoming roadshow locations, with the nation’s favourite flavour announced at the end of the tour.

i2i Marketing is a multi-award-winning brand experience agency that creates exceptional experiences with a personal touch. A member of UK trade body The Institute of Promotional Marketing (IPM), i2i’s clients include Froneri, Philips, AG Barr and Genius.

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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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