Relaunch healthier and tastier Dairylea Lunchables and counter negative health connotations among mums with 7-11 year olds.
A highly visible and concentrated campaign of controlled messages to ensure a positive presence for the brand in a hostile media environment. Production of a Fun & Fitness Guide using neutral fitness and diet experts was produced and stitched in to target media. Tastings were conducted with journalists in a face to face environment. Competitions to win your own children’s party instructor were run across the UK.
30 titles featured the re-formulated product alongside fun and fitness advice, tips and practical exercises in a four week period to support in-store re-launch. Hostile press coverage was negated and over 20,000 entries received for the competition.