Foodie getaway

We positioned Liberté Origins with a point of difference in a competitive yogurt category.

The challenge

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.


Why 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.

The results

58m

Impressions

6,396

Competition entries

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