Cravendale ties up with Thomson for voucher promotion
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Cravendale, the country’s biggest milk brand, is pushing the message that it stays fresh for up to 21 days unopened by giving away vouchers to Thomson holidaymakers.
The vouchers form part of Cravendale’s Buy Before You Fly campaign and will be included in Thomson invoice packs. Eighty thousand vouchers are being given away entitling the bearer to a free one-litre carton of Cravendale milk. Distribution starts on June 16 and runs throughout the summer.
Louise Allen, assistant brand manager for Cravendale, says: “We know that the first thing people want when they get back home from a long flight is a good cup of tea. We are offering vouchers to 80,000 holidaymakers to ensure they can stock up on Cravendale milk before they go away safe in the knowledge that their milk will still be fresh on their return.”
Cravendale is one of dairy giant Arla’s brands. It started the year with a television ad push created by Wieden + Kennedy using a time traveller theme. It has also used voucher door drops to push sales.
According to Nielsen figures, it is the biggest milk brand in the UK, with sales of £152.5m for the year to April 17.
Cravendale uses a filtering process to remove more of the bacteria that turns milk sour without changing the flavour in the way long-life milk created with the UHT process does.
YouGov Insight:
· Cream is a widely used product with around three quarters of consumers having bought some in the last month.
· The most common uses of cream are with dessert or as an ingredient.
· Cream tends to be seen as an unhealthy, indulgent treat.
· Usage of yoghurt is skewed towards medium use, with over a third of respondents eating it 2-3 times a week.
· Purchasing levels of yoghurt are high. Just over a third of respondents bought 4-7 individual pots of yoghurt in the previous week
· Yoghurt has a healthy image, with 7 out of 10 respondents believing them to be healthy and just under half considering them to be nutritious.
