Cow & Gate Growing Up Milk used posters and voucher booklets in nurseries to engage and educate mums on product benefits
We know that mums are bombarded with advertising throughout their day, making it increasingly difficult for products and services to achieve stand-out or enjoy real engagement with their audience. Cow and Gate wanted to inform mums about their Growing-Up Milk in a safe and trusted environment, where mums would have the time to consider the information provided and have the opportunity to discuss with nursery staff and/or other mums. It was also important for mums to receive their discount coupon by hand to prompt trial/purchase
To raise awareness of the Cow and Gate Growing-Up Milk product amongst mum's communities. Prompting discussion and encouraging trial and subsequent purchase. Cow and Gate also wanted to get feedback on their communications from nursery staff and mums (through comments and photos) to help them with their development of future communications.
The client used the A2 poster space on the Parentsource board to communicate the core message and the direct distribution of A5 booklets, which contained useful information on the development of their 1 - 3 year olds and the potential benefits of using a Growing-Up Milk along with a coupon for trial.
Research was carried out with 179 mums one week into the campaign and provided the following results: 89% recall and awareness, 49% had visited or planned to visit the website, 48% intended to trial/purchase the product, 40% said that the communications increased their awareness of the potential benefits of using a follow-on/ growing up milk and 35% discussed the communications with another parent, the nursery manager, friends and/or relatives.
Always listen to your audience. Through previous research we know that 98% of mums are interested in receiving free product samples, goody bags and/or money off vouchers for themselves or their families via our Parentsource boards in nurseries. The Cow & Gate Growing Up Milk communication was a huge hit because it provided mums with what they wanted - a free, high quality booklet stuffed full of useful information plus a money off voucher.