So here’s a campaign for Saputo Cheese. Write-up says it all:
Saputo Cheese USA Inc. is partnering with Crayola for an on-pack promotion with its Frigo Cheese Heads brand.
Eight million specially marked packages of Frigo Cheese Heads string cheese will carry an offer for a free 16-pack of Crayola Pip-Squeaks washable markers with three proofs of purchase and $1 shipping and handling. Riddles and jokes will appear on each individual cheese stick wrapper.
A full-page FSI with $2 off coupons drops Oct. 7 to 28 million households.
A microsite at frigocheeseheads.com visitors can play games and download pictures to color. People can also find nutrition information about their favorite Frigo string cheese product on the site.
P-O-P, in-store signage and online marketing also support the promotion.
Great. Standard promotion. But why wouldn’t the brand manager make it experiential? Why not package each cheese stick as a crayon, instead of just dropping a logo on the package? I mean, string cheese looks like a crayon. How experiential would it be to make each single-serve of cheese to look like a crayon? It’s simple: instead of a regular standard promotion, why would you not experientialize it?
Just my $.02.