To keep a hugely successful schools promotion fresh and relevant to a discerning secondary school audience in order to pull through sales in schools.
The Viva Daily Win promotion has been a firm fixture on the school calendar for the past six years. Having been updated and refreshed along the way, this year we took the step to take it from Viva Daily Win to Viva Weekly Win!
This has given us the chance to offer a higher value prize which really appeals to the target audience of 12-18 year olds. And what better ‘must have’ accessory than Dr. Dre Beat headphones! With a new creative look based around a retro style chalk board and showcasing the packs (in order to drive a link to purchase) the new look hit the market this May and is already driving rafts of entries to the competition.
The Campaign & Results
The integrated campaign includes point of sale (poster & wobbler), promotional literature, trade press media – including a high impact ‘megawrap’ on EduCatering magazine, PR, email marketing, direct mail and the website hub www.vivamilk.co.uk
To date over 150 schools have taken part with over 750 entries and that’s just the start, as it will kick-off again in September and run until the end of school term in December.
“By creating a competition pupils really engage with the annual Viva Milk promotion has helped Viva become the best selling flavoured milk in UK schools with an impressive 30% growth in sales since it started.”
Simon Muschamp, Head of Marketing, Pritchitts
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