Walkers take Sunbites out on the road with ‘Once bitten, flavour smitten’ campaign
Posted by: Initials Marketing
Date added: Wed 16 May 2012
The ‘Once bitten, flavour smitten’ push targets 30 to 50 year-old females in the UK, with the belief that once the consumer tries Sunbites, they will fall in love with the taste of the product.
The London tour, aimed at increasing awareness and trial of the brand, kicks off in Westfield Shopping Centre with a stand offering shoppers the chance to sample Sunbites. Brand ambassadors will encourage consumers to feed back on their experience of the product and declare their love for Sunbites by having their photo taken with one of five photo frames featuring a readymade caption starting with “I’m smitten with...”. Alternatives include packaging, taste, texture and nutritional qualities. All photos will be uploaded to the Sunbites Facebook page. Leaflets will also be distributed containing a miniature magnetic photo frame to serve as a continued reminder of the brand when the consumer returns home.
All elements of the activity will direct consumers to www.facebook.com/WalkersSunbites. Here members ‘Like’ the page to declare they have ‘bitten’ Sunbites, before being offered the chance to take part in the ‘Tiny moments of reward’ campaign to win a range of prizes including a year’s supply of Sunbites, for which they must share how smitten they are with the product with their friends on Facebook. To enter, consumers must submit their name, postcode and email address.
After the initial competition entry, consumers can then enter to win a new prize each week for four weeks. To be entered into each prize draw, Facebook fans have to complete a task each week. Prizes include: opportunities to win a year’s supply of Sunbites, Elemis Skincare Products worth £80, haircut and restyles at Toni & Guy, Raymond Blanc cooking experiences and luxury hotel breaks for two.
Sunbites will also be providing 100,000 product & leaflets in goody bags for Race for Life participants and sampling in 15 of Toni & Guy’s largest UK stores during May.
INITIALS Marketing is responsible for the experiential development of the campaign. The digital platform was created by Standout working closely with INITIALS.
George Eapen, marketing manager at Better For You, said: “Sunbites taste so good and gaining trail is very important to us. Following the successful relaunch last year, which included positive consumer feedback from the new pack design, and great taste, we decided to place trials at the heart of our 2012 campaign.”
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