Dairylea launched an innovative “moo-ing” pack promotion giving families across the UK the chance to win one of ten holidays of a lifetime - each worth £10,000!
Special sonic “moo-ing” posters at the entrance to major supermarkets alerted shoppers to this exciting “moos”.
The campaign with JCDecaux and developed by JCDecaux Innovate was planned and bought through PHD and Posterscope.
Part of a national 6-sheet outdoor advertising campaign at point-of-sale, 12 poster sites at ASDA and six at Morrisons supermarkets would “moo” as customers walked past, with the activity prompted by motion sensors.
Ten packs of Dairylea portions and spreads contained a hidden sound box, which mooed when opened.
From the private rental of a UK castle, to a stay in an igloo and taking husky rides in Finland, the holiday options on offer were really unique, giving winning families an experience they would treasure forever.
Alongside the ten holidays, consumers could also win one of 20,000 moo-ing fridge cows.
These fun cow-shaped cheese holders had been specially designed to hold two of the iconic Dairylea triangles and mooed when the fridge is opened, due to being light sensitive.