ROWNTREE’S RANDOMS Win an Ice Cream Van

We were challenged to create an exclusive campaign in support of Rowntree’s Randoms new sharing bags in Morrisons. The concept had to appeal to a young target audience without alienating core Morrisons shoppers (mums) and drive sales.

Our concept was a little bit random but very much appealing to everybody. ‘WIN an Ice Cream Van’ invited shoppers to enter via sms, encouraging entrance there and then in the store. Communicated on key touchpoints around the store, we developed and managed the competition and also promoted
it at Nestlé Head Office using a real ice cream van delivering free ice creams!

The winner was a 50 year old customer, which shows how broad the campaign appeal was.

“My challenge to Live & Breathe was to drive awareness and excitement surrounding the launch of the new Rowntree’s Randoms share bags in Morrisons – and they delivered. The competition to “win a day in an ice cream van” was loved by the team here at Nestlé . It’s a really engaging campaign which keeps the brand values at its heart and links back to the product throughout.”

– Carla Scargill, Customer Marketing Manager, Nestlé.