Oykos were running a national on-pack competition, giving shoppers the chance to win a Greek Island Escape and to meet Peter Andre. They also planned to have an ASDA-exclusive addition to the prize (a one-on-one picnic with Peter Andre) as part of their retailer differentiation strategy. How could we bring a national ATL campaign featuring a competition through-the-line, whilst maintaining a bespoke approach for the Asda specific campaign?
Recognising that the typical Oykos shopper has a family, loves brands with personality and is swayed by promotions, we highlighted the added exclusive offer with Peter Andre.
Looking at the ASDA shopper, we knew that they also favoured strong promotion, along with exclusive flavours, so we leveraged the new flavour as the hero pack within the creative.
Creative and media strategy