To build its consumer base and reward loyalty, UHT brand, JUST MILK, is rolling out a major on-pack promotion ‘Win Everything but the Kitchen Sink’. The promotion which is managed online consists of a £15,000 prize draw giving consumers the chance to win an assortment of household appliances and the main prize of a £10,000 kitchen.
“Our brand strategy at JUST MILK is to capitalise on home baking and cooking and to own that sector of our market,” says Marie Garidou, Sales and Marketing Manager, Candia UK. “Our latest promotion encourages consumers to use JUST MILK as an ingredient in a whole host of cooking occasions. By offering lots of different prizes each month we’re giving consumers a reason to re-enter the competition and to engage with the brand more often.”
JUST MILK is the *leading brand in the UHT milk category. It has seen its penetration of the category increase over the last 12 months by *18% driven by promotional and sampling activity. And of the one million consumers regularly shopping the fixture almost *20% are loyal to JUST MILK.
The ‘Win Everything but the Kitchen Sink’ promotion will run on JUST MILK Skimmed, Semi-Skimmed and Whole Milk until the end of July 2011.
Source: Kantar World P7 2010