News: Kerrygold woos female shoppers with bag

Butter brand Kerrygold is running an on-pack promotion offering a one-in-four chance of winning a stylish 100 per cent pure-cotton bag.

It is at the heart of an integrated campaign created by Woo Communications, part of the Engine Group of agencies, and is aimed at engaging with “household grocery decision-makers”.

The campaign also involves direct mail, trade-focused mailers and bespoke brand activation activity complementing the overall brand positioning. It worked with WCRS, another agency within Engine.

It targets women aged 35 to 50 and aims to lure them away from their regular choice of dairy brand with the overall objective of improving sales and creating lasting brand relationships.

The activity is rolling out through July, with over 100,000 bags available. Consumers find out if they have won from looking at sleeves on promotional packs of Kerrygold Softer Butter 250g or Kerrygold Lighter Softer Butter 250g. They can then enter the winning code online at www.kerrygold.co.uk.

Andrew Colyer, partner at Woo Communications, said: “This campaign is a great example of the Engine model working. We seamlessly integrated with WCRS planning and above-the-line direction to deliver a highly strategic, engaging campaign which we are confident will not only raise awareness of the Kerrygold but will encourage prospects to switch to it from their usual brand.”

A spokesperson at Kerrygold added: “Woo understood our need to communicate effectively with key home decision-makers in order to activate the Kerrygold brand within British households. As such, they have created an integrated campaign with extremely innovative creative and messaging which fully reflects the promotion as well as our positioning.”