An integrated multi-channel, multi-discipline campaign to support Nestlé Purina UK’s biggest ever below-the-line product launch.
The three month campaign included segmented direct mail sampling, sampling roadshow, online advertising, emails, microsite, online competitions, point of sale and PR. All delivered within a consistent, taste-led campaign creative. (Not that I tasted it.)
Over 300,000 trial samples were distributed, helping the brand to notable share gains. It won an ISP Silver for Best Product Launch to boot.