Zubrowka
On pack promotion
PROBLEM
We were briefed to create an on-pack activation, exclusive to Tesco, to drive sales and increase brand relevance and understanding – communicating the brand’s signature serve – Apple Zu cocktail.
Activation
We created a promotion that added depth and interest to the brand, bringing to life the rich heritage & taste focused brand story through the ‘Taste of the wild’ message
The promotion highlights the brand’s forest heritage and also the consumer’s love for travel and experiences, by giving shoppers the opportunity to enjoy a taste of the wild with UK weekend forest breaks – everyone who buys a bottle the chance to get a taste of the wild with a fantastic UK forest break
With prizes of a £1,000 Forest Holidays breaks, winners can enjoy a treehouse cabin holiday with friends or family in a UK location of their choice. Winners and runners up also received an Apple ZU cocktail kit.
This campaign mixes the social share occasion with the interest in travel and experiences, whilst clearly linking back to the brand story
The promotion was exclusive to Tesco, featuring on bottles in-store and online, and ran from October 2020 to January 2021.
OUTCOME
The promotion was very popular with shoppers, and received an impressive 11% entry rate. We are awaiting final sales data.