The campaign, created by i2i Marketing, involves a national supermarket roadshow running for eight weeks. The roadshow aims to raise awareness of the dessert’s cartoon cow namesake, Paula, among children and parents.
Brand ambassadors will distribute money-off coupons, leaflets on the desserts and samples. I2i will also run a six-week installation at Legoland Windsor from July called ‘Paula’s World’, offering entertainment activities for children.
The roadshow will also promote a ‘Farmyard Beats’ competition to find children who rap. The rappers will perform alongside Paula at Legoland with the chance to win a family holiday to Legoland California.
Separately, Dr Oetker has launched a UK experiential campaign for its Onken Natural Yogurt to promote the brand’s versatility. The activity, created by agency RPM, will run throughout May and use sampling in selected Tesco and Sainsbury’s stores.
Money-off coupons and recipe cards will be given out to encourage use in a variety of ways. Activity will also run at the Taste of London show in Regents Parks at the end of June.
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