Digital campaign to activate 2.5 million PiCK UP! bars being given away in massive nationwide sampling campaign.
This summer, we’re helping Bahlsen provide a much needed pick-up for the nation, after an unsettling few weeks of relentless news. The brand will be rewarding shoppers across the country by targeting a give-away of 500,000 multi-packs of five biscuits, which adds up to 2.5 million individual PiCK UP! biscuit bars.
The sampling initiative kicks-off in July in partnership with Tesco across 100 of their stores around the country, and is then rolled out over the summer into other supermarkets nationwide. This innovative activation is designed to drive mass awareness and mass trial of the PiCK UP! range.
Our supporting campaign inspires consumers to share their PiCK UP! experience using the #PickUpPickUp hashtag on Instagram or Twitter, to be in a chance to win weekly pick-up prizes on the dedicated www.pickuppickup.co.uk microsite. Prizes include; biscuit hampers, PiCK UP! experiences and a grand prize of £500 cash.
The activity, which sees the brand investing £1 million, will be supported by a wider PR and marketing drive, as part of the hugely successful ‘It’s not just a biscuit. It’s a Bahlsen’ campaign. The brand’s overall objective is to attract 250,000 new households by December 2016.
[quote credit=”Julien Lacrampe, Trade Marketing Manager at Bahlsen”]We are proud to have conceived such a truly pioneering sampling initiative, which we expect will lead to impressive results for us as a business. Currently, our PiCK UP! range is worth £5m of retail sales with a 4.2% household penetration and we look forward to seeing our sampling drive bolster this figure.
We’ve had a tough few months – so what better way to help pick up the nation than with PiCK UP! We believe that everybody deserves a better biscuit and this campaign is key to helping us distribute our high-quality biscuits far and wide to consumers this summer.[/quote]