CASE STUDY: Müller on-pack promotion with Ladybird and Peppa Pig

Provided by Penguin Random House
Müller Little Stars worked with Penguin to build market share and sales in the dairy aisle during 'Back to School' sales period.
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What was the Challenge / Background of the Campaign?

Müller Little Stars brand message focuses on their 100% natural ingredients and they wanted to partner with a brand who equally have a wholesome family feel to drive sales during the 'back to school' period, a key time when parents give great consideration in to what goes in to their children's lunchboxes. Working with Penguin Partnerships, the campaign created was designed to reach parents and their children aged 6 months to 5 years old, consisting of a 12-week on-pack promotion campaign, supported by a 6 week TV-advertising campaign.

What was the Campaign Objective?

Müller's aim was to drive sales of their Müller Little Stars range using their key brand message that Müller Little Stars was made from 100% natural ingredients, to reach out to young families and mums. Müller felt an association with Ladybird, the Natural Literacy Trust and reading was a positive promotion to encourage young children to further develop their interest in reading, whilst being in line with their wholesome brand message.

What was the Solution?

Penguin Partnerships created a campaign based on token collection/redemption of books whilst driving traffic to the Brands mini-site. Partnering with Ladybird and the well-loved children's character Peppa Pig, Müller ran a 12-week on-pack promotion offering 'Free Peppa Pig Books'. Tokens were printed on Little Stars products and could be redeemed for a free Peppa Pig book worth £3.99. P&P were free and there were six books to collect. The tokens could be redeemed over a 5 month period where consumers were directed to a mini-site to enter their codes and redeem their books.

What were the Results?

The campaign was a huge success and book redemption far succeeded expectations with a redemption rate well above average. The promotion increased average weight of purchase by 37%. Müller liked the activity so much that the campaign was re-run again with our Ladybird Fairy Tales. The Müller team at Blue Chip Marketing agency won Silver and Bronze awards for these promotions at the 2011 IPM Awards. They were recognized in two of the evening's most highly competitive categories - On-Pack Promotions and Food Promotions.

What were the Key Learnings of this Campaign?

Redemption was highly encouraged with books being free to the consumer. There were a total of 6 desirable books to collect during the key 'back to school' sales period and the no hidden P&P costs promoted customer loyalty. As well as partnering with the classic Ladybird brand and much loved Peppa Pig character, the promotion ran in line with the National Literacy Trust who provided content for the mini-site on how to get the most out of time spent reading with your child. The data captured from the mini-site provided valuable learnings on their key consumers.
BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details12 week promotion, September 2009/10
0 - 9
10 - 15
25 - 34
35 - 44
Female
Both
ABC1
C2
Main Shopper
Kids HH
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONAL, All RegionsAll YearDIRECT RESPONSEBRAND STRATEGY
SHOPPER MKTG
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