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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TRO has been appointed by BMW and MINI to deliver the car brands’ experiential campaigns at Goodwood Festival of Speed for the next two years. TRO won the business following a competitive pitch to design and deliver experiential activations at the landmark event on the automotive calendar, which sees over 200,000 attendees visit over three days.

Georgina Emery, Events Manager at BMW Group, says: “TRO demonstrated a deep understanding of both the BMW brand and invaluable key insights on Goodwood Festival of Speed. We were impressed with the tenacious approach that TRO took with their creative direction, truly putting ‘experience’ at the heart of all our concepts. The agency is energised and passionate about the BMW and MINI brands and we look forward to partnering with them to achieve real stand out for both marques.”

Tara Allen-Muncey, Account Director at TRO, adds: “We are delighted to be working with BMW Group again for Goodwood Festival of Speed, and we’re excited to create engaging and memorable experiences to celebrate the BMW and MINI brands powerfully, appropriately and effectively. We’re embracing the opportunity to produce rich content and incorporate innovative creative technology solutions to capture the hearts and minds of the consumers.”

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Staffing agency Purity has been appointed as the official supplier of event staff to BMW and MINI. The announcement follows a competitive pitch in which Purity secured the three-year contract.

Purity will be providing staffing solutions for an extensive range of events running across the country, including such prestigious events as the BMW PGA Golf at Wentworth, Goodwood Festival of Speed and the Frieze Art Fair as well as at BMW and MINI pop-up shops, retail activity and conferences.

The account will be headed up by Purity’s Client Services Director, Mark Dunn and Business Director, Amanda Wenban, who will work alongside BMW and MINI’s other agencies.

Paul Ferraiolo, Marketing Director at BMW UK, says: “Purity have a proven track record in providing staffing solutions for major sporting events, roadshows and product demonstration campaigns. They showed a huge amount of energy, understanding and enthusiasm throughout the tender process and we are pleased to have them on board for what will be a very exciting few years for BMW and MINI.”

Purity’s credentials in this sector have included work on the 2012 London Olympics for client Samsung and more recently on the 2015 Rugby World Cup.

Purity MD Rob Quinn says: “BMW and MINI sponsor a range of events and are linked in with a number of highly prestigious events in the UK. We are delighted to be working with them.”

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