A bit of all white: Wiseman integrated campaign - advertising and sales promotion.

A ‘two speed’ campaign - on one hand to raise awareness through brand building, on the other to drive drive trial of Wiseman's 'The One'. The Brief - '1% fat with all the taste of semi-skimmed’ - get people to give it a go' Utilising OOH for awareness, sales promotion/direct mail to drive trial, in-store/ambient and a number of other channels to join up the dots, a campaign was created to really get the product moooving off the shelf (sorry couldn't resist!)

For the promotional/in-store campaign we focussed on the health aspect and the idea of combining the product with fresh fruit, to make healthy smoothies. Recipes and tips were available online and a competition was run to win a smoothie maker. It focussed on a ‘busy mum’ customer avatar and we pushed the idea of this being an easy way to keep you and your family healthy, through this simple way to introduce fruit with low fat milk into the daily household diet.