Muller goes on the road to push Rice variant

Food

Suzanne Bidlake

April 01, 2007

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Muller goes on the road to push Rice variant

Muller Dairy, the company that revolutionised the yogurt category with split-pots 20 years ago, is mounting one of its biggest sampling campaigns this month. The promotion forms a major plank in its £5 million annual below-the-line activity.

Backing the Muller Rice product,the experiential push through agency Sense will visit shopping centres, student campuses and summer festivals.

The campaign will aim to put pots of Muller Rice in the hands of more than 750,000 consumers over eight weeks from 16 April. The three-pronged blitz will feature a branded double-decker bus, an indoor promotional stand and a tactical, mobile sampling squad.

In addition, consumers will have the chance to win cash prizes. Winners will be those who rank eight statements about the brand in the same order as the competition's judges. Plans are to capture 10,000 consumer details.

Muller has invested significantly in refining the efficiency of its sampling techniques, said an insider. It discovered - counter-intuitively - that they were more effective away from stores, for example.

Topics

Marketing