In order to drive sales of Viva Flavoured Milk into secondary schools Jellybean created an integrated campaign including web, POS, PR, e-marketing, advertising, exhibition communications and most importantly a standout promotion with great prizes! Aimed at secondary school pupils aged 12-18, Viva Daily Win offers a free prize draw every school day to win an iPod shuffle, simply by going online to enter a unique pack code. The promotion was originally used to re-launch the range’s new packaging in 2010 and it proved so successful it was repeated in every year since with the addition of a ‘new school bonus’ and support around National School Meals Week. Since May, this year’s promotion has seen 289 schools participate and 1119 entries to date. Now in its fourth year, as the sole marketing support for the product, Viva Daily Win has helped drive the brand’s 30% growth over the last four years and is now the best-selling flavoured milk in schools!
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