ZEAL and Nestlé recently teamed up with one of the worlds most renowned bicycle companies to launch an exciting on pack promotion, perfect for the Summer months!
Whilst the sun shone, ZEAL & Nestlé offered shoppers across the nation the chance to win a family set of bikes every day, in line with Nestlé’s ambition to get families outdoors spending time together. By purchasing a promotional pack, visiting the promotional microsite and entering the code printed inside their pack shoppers were automatically entered into a daily draw in order to win two adult bikes & helmets and two children’s bikes & helmets. Not only that but with every promotional pack shoppers also received a 15% discount off Raleigh bikes and accessories!
The promotion featured in major retailers throughout July and August, with an impactful on pack flash across a total of 18 different sharing bag SKUs, meaning there was a participating pack to suit everyone’s taste, whilst the promotional live dates encouraged shoppers to enter quickly before they missed out on winning the great prizes that were up for grabs.
The campaign was developed based on the insight that cycling is an activity which is enjoyed by people of all ages, with families utilising it as a way to spend quality time together whilst also encouraging children to exercise regularly. Teaching a child to ride their bike is a cherished memory amongst most parents however, as children get older families tend to cycle together less. Strategic research conducted by ZEAL found that in 2017, 0-16 year olds only made 13 cycle trips in the whole year*. In keeping with Nestlé’s mission to demonstrate a balanced lifestyle ZEAL identified Raleigh as being the perfect partner to achieve this goal, whilst also tapping into a sense of nostalgia and reigniting the nations love of cycling.
Based on the above insight, and taking into account the fact that we wanted to enable winning families to show their personalities through their bikes, we ensured there were an array of different Raleigh models available for winners to choose from. In particular, all of the available children’s bikes were brightly coloured, included various safety features and fun designs making them perfect for riders of all abilities.
The promotion was supported across the full shopper path to purchase with branded in store POS, OOH media and online/social content. Bespoke FSDUs featured in key retailers alongside other POS such as aisle fins; social media posts and static 6 Sheets also increased awareness, whilst the Raleigh website featured a nod to the on pack promotion too. The recognisable colour tones and simplistic design ensured that ZEAL’s creative had true standout through the targeted touchpoints, helping to disrupt the shopper journey.
Sophia Huddlestone, Account Director at ZEAL was thrilled to see the promotion hit shelves throughout Summer;
“Working with partners like Raleigh really adds great value to the promotion and ultimately the shoppers! We have achieved great redemption rates and Raleigh have seen true benefits to taking part in the promotion. By offering shoppers the additional benefit of 15% off with every pack, more traffic was driven to the Raleigh website and hopefully we’ve inspired families to get back out on their bikes and to spend their summers exploring.”
If you’re interested in hearing what else ZEAL can do for your campaigns, we’d love to hear from you. Get in touch with Stewart@zealcreative.com
*Information taken from Sustrans.co.uk