Campaigns: Drink - Grandparents fight it out in a Gran Slam

Campaign: Cravendale Gran Slam
Client: Cravendale
PR team: Cow PR
Timescale: November 2008-February 2009
Budget: £40,000

Cow was briefed to deliver a fun, irreverent and engaging campaign to appeal to consumers of all ages and encourage them to share in a passion for milk.

Objectives

- To raise awareness of Cravendale

- To promote the importance of healthy bones through an active lifestyle and a calcium-rich diet

- To increase sales.

Strategy and plan

Cow launched the Cravendale Gran Slam, the search to find the nation's fittest grandparent. The PR team secured The Sun as the national editorial partner to launch the campaign and 'golden oldie' Michael Minnett was signed up as the face of Gran Slam. A website was created for competition entries. The best nominations were showcased and consumers were encouraged to vote for their favourites. A 'gran final' took place in January where eventual winner Sydney Wilson was crowned the UK's fittest grandparent. He won an adventure holiday for his family and a year's supply of Cravendale.

Measurement and evaluation

The campaign achieved 70 pieces of coverage including three in national press, 23 in regional press, 11 online and more than 30 broadcast.

Results

Hits to Cravendale's website reached 12,000 per month throughout the campaign. Sales increased by nine per cent.

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