Kiosks for food brands
Dutch company Frieslandcampina is the world's biggest dairy cooperative and one of the biggest international processors of dairy products.
As part of an aggressive strategy to increase market penetration in Spain, the processor decided to carry out a high-impact promotional campaign to promote certain of its brands.
Advised by the Entropy communication agency, our partner in Spain, Frieslandcampina decided to run an original campaign to improve Milner-brand products' referencing in supermarkets in the Barcelona region.
Objective Product referencing
System: 30 events were held in 30 different shopping malls in the Barcelona region over six weeks. Five promotional packs went from one mall to another, with six events per pack lasting two days each. Each promotional pack was made up of a tasting stand present inside the store and a second tasting stand placed in the shopping mall next to a game kiosk.
A host was present near each stand. The game mechanics: customers who bought Milner cheese in the supermarket could play at the kiosk by presenting their till receipt to the host near the kiosk. They could win Milner-branded t-shirts or a discount voucher for Milner cheese to use at the supermarket.
