Consumers will get a chance to win a £20,000 beach hut as part of Lasting Leaf's new summer marketing campaign.
The Natures Way Foods brand is pushing a 'make your summer last all year' line to emphasise its longer-lasting proposition, together with a 'money can't buy' promotional mechanic aimed at driving penetration and increasing awareness.
Lasting Leaf has created limited edition 'beach hut' packaging to maximise in-store impact. As well as the main prize, shoppers have the chance to win one of 100 pairs of Southsea deckchairs worth £200 a set. Entry is by inputting a code found on packs into the Lasting Leaf website.
The brand is also running a promotion with Bella magazine and Magic FM radio. In the consumer magazine a secondary competition will invite readers to email pictures of their favourite UK beach for a chance to win a year's supply of Lasting Leaf salad, while a series of 30-second promotional bursts on Magic FM will feature every Saturday and Sunday throughout August. The coverage is expected to reach some three million consumers, mainly in London.
National posters, in-store POS, online banners and social media activity will also support the promotion.
'We are extremely excited about our summer promotional activity this year and believe we have come up with something really fun and different,' said marketing manager Melanie Dean. 'This promotional campaign is very different from anything we have done before and we hope it will draw consumers to Lasting Leaf throughout July, August and September.'
No comments yet