MiniCol roadshow targets mature market

Emmi UK is launching an eight-week roadshow through brand experience agency i2i Marketing for miniCol, its cholesterol-reducing healthy cheese alternative.

The campaign, aimed predominately at the over-55 market, will run in two phases from 23 April until 14 June.

A team of trained Brand Ambassadors, chosen to appeal to the target audience, will tour selected Tesco, Morrisons and Sainsbury's stores throughout the UK in 80 days of live activity.

A mobile miniCol stand will be placed at the entrances to stores where Brand Ambassadors will interact with consumers, explaining the scientifically-proven benefits of miniCol before offering them a free sample.

Consumers will also be given a leaflet containing insights into cholesterol reduction, healthy lifestyle advice, miniCol meal ideas and money-off coupons.

To add to the experience, a theatre chef will prepare a selection of recipes demonstrating the wide uses for miniCol in everyday cooking.

In store, more sampling will take place at the product aisles, while campaign wobblers and banners will amplify the experience.

To drive immediate sales, consumers who purchase two packets of miniCol on the day will receive a free mini cheese grater.

Bruce Burnett, Managing Director of i2i Marketing, commented: "Today's mature consumers are becoming increasingly health-aware and understand the need to watch their cholesterol levels.

"MiniCol is a tasty product with great health benefits - a fact this campaign will prove in an aspirational and engaging manner".

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