Anchor, the Free Range Butter Co, has partnered with Alastair Sawday’s Special Escapes, in a £3.5 million onpack promotion giving consumers the chance to win a great escape to the country. It launches with promotional packs in store from 4 May, with a new prize draw every week in June, July and August worth £3,000, including a week’s cottage rental and spending money.
Designed to increase penetration and bring new customers to the brand, the ‘Great Escape’ promotion runs throughout the summer on over 22 million packs of all Anchor variants. Marketing and communications support includes heavyweight TV advertising with a promotion-specific version of Anchor’s hugely successful ‘Great Escape’ cow on a motorbike ad launched earlier this year.
To enter the free prize draw, consumers can simply visit www.thefreerangebutter.co.uk and enter the unique reference number to be found on each promotional pack. They can enter as many different numbers as they wish, up to five per day, for the length of the promotion, and there will be a link from the Sawday’s site to Anchor’s to drive further traffic. Winners need to book their ‘Great Escape’ by the end of November this year, with prizes to taken by the end of August 2010.
Says Anchor Brand Manager, Kate Richards: “The promotion is a perfect fit with Anchor’s free range positioning and our ‘Great Escape’ advertising creative, and also with the current trend for ‘staycationing’. With the current economic climate and the strength of the euro, more and more people are taking their holidays here in Britain.
“Sawday’s has a great reputation, with a huge choice of quality properties all around the country, and we believe this is a really desirable prize that will appeal to all types of audience and not just the typical Anchor family.”
Carrying on from last year’s Make a Moo loyalty campaign, all entrants to the Great Escape promotion will be able to participate in an exciting new online collection scheme which will have onpack support from September.
Arla Foods Ltd
Tel: 0845 762 6434