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INTRODUCING THE MOTHER OF ALL CEREAL ON-PACKS

We needed to create cut through in the cereal aisle in a way that appeals to mum AND kids. Here’s how we did it.

BRIEF

Nestlé tasked us with connecting with gatekeeper mum and dads to drive ROS with an on-pack that would run across all brands globally.

IDEA

The cereal aisle is crowded and boring, offering the same clichéd promotions. We didn’t just need to stand out, we needed to make cereal exciting again.

What goes with cereal? Milk. What gives milk? Cows.

What cereal brand would give away a farmyard animal?!

Our 3-month on-pack promotion offered consumers the chance to win a cow (but really free milk for a year) every day, plus 250,000 free pints to be won instantly.

RESULTS

The promotion ran across all Nestlé’s products. It’s now running in 6 markets globally, and in its 2nd year in the UK. The promotion achieved 8% sales uplift and 3% redemption in 2015.

APEROL
Lurpak