We positioned Liberté Origins with a point of difference in a competitive yogurt category.
How could we continue to support the exclusive product in Tesco?
We needed to help Liberte Origins find a point of difference in a competitive yogurt category that drove shoppers to purchase.
Creative and media strategy
Win a trip to Paris
Leveraging Tesco's bespoke competition mechanic and media package 'text to win', we offered shoppers the chance to win a trip to Paris.
To cement the French origins and premium position of the product, whilst appealing to the younger shopper desire for experiences.
Each media had a different communication role to play; driving big brand awareness across the full path to purchase.