Dairy Crest chooses Filmology for on-pack campaign

Dairy Crest has appointed Filmology to coordinate an on-pack promotion as part of a new campaign for its flavoured milk brand, FRijj.

Filmology will be responsible for running a competition on a range of limited edition FRijj bottles, offering the chance to win a pair of 7,500 Cineworld cinema tickets.

Customers will be directed to a website where they can find out if they have won by typing in the product's barcode.

The on-pack promotion ties in with a wider campaign entitled 'Four Ridges Must Be Destroyed', which includes digital, online, press, posters and outdoor advertising and centres on FRijj's target market of 16-24-year-old males.

A dedicated website will also be launched, offering visitors the opportunity to upload their own films using FRijj as a prop.

The best film will be showcased at the free FRijj Festival.

David Pearson, director of Filmology, said: 'This campaign is a great example of the variety of fun initiatives that can be harnessed in a promotional campaign using the power of the cinema.

'Free cinema tickets continue to be an appealing prize to people of all ages.

They have a high perceived value as a reward and offer the promise of a good night out, yet this remains a cost-effective incentive.' Mike Smith, group brand manager at Dairy Crest, added: 'We're looking to re-engage with our core consumer base and the campaign, with its inventive, user-generated content and movie offers, is sure to bolster brand loyalty.'.

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