Arla is launching the six-week nationwide sampling roadshow to promote its new reduced fat spreadable through i2i Face to Face Marketing, which has worked with the food group for two years.
The marketing campaign aims to sample 153,000 people, focusing on 25- to 44-year-olds with children, during 33 days of live activity visiting 65 Tesco, Sainsbury and Asda stores.
The roadshow has been designed in the shape of a giant Anchor Lighter spreadable tub and is spearheaded by a new £4m ad campaign, created by Clemmow Hornby Inge, featuring the voices of Tony Robinson, who plays Anchor Cow, and Stephen Fry as the voice of Moo.
Shoppers will be treated to samples of Anchor Lighter on toasted bread and bakery products, as well as a 30p money-off coupon. I2i staff will give out helium-filled Anchor Lighter balloons to children, mirroring the hot-air balloons featured on the new packaging.
Bruce Burnett, managing director of i2i Face to Face Marketing, said: "By designing an eye-catching roadshow, staffing it with the popular characters from the TV ads, and giving people the chance to taste the product just before they go shopping, this campaign will play a vital role in driving short-term sales and long-term brand loyalty for Anchor Lighter Spreadable."
I2i's latest work with Arla Foods comes following a series of live marketing campaigns for the company in 2004, including a roadshow for Anchor Cheddar, which increased sales by over 500% during the promotion.
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