Dr Oetker hires i2i for experiential drive

German food brand Dr Oetker has appointed i2i Marketing to mastermind a new experiential campaign to launch its Paula range of children's desserts.

The campaign consists of two elements - a national supermarket roadshow and the creation of an experiential installation at Legoland Windsor, called 'Paula's World'.

The campaign aims to introduce the dessert's cartoon namesake "Paula the Cow" to children and parents, and encourage trial of the two variants - 'Vanilla with Chocolate splodges' and 'Chocolate with Vanilla splodges'.

The supermarket roadshow will see a branded 'Paula-mobile', complete with oversized cow features, visiting selected Sainsbury's and Morrisons stores in an eight-week drive beginning in May.

Paula Brand Ambassadors will distribute samples and entertain kids.

Children will be invited to win a Paula balloon if they spot all the hidden Paula the cow 'wobblers' in-store, while parents will be given product information leaflets and Paula money-off coupons.

Consumers who purchase Paula desserts on the day will receive a Paula branded fridge magnet.

Meanwhile, 'Paula's World' will be opening at Legoland Windsor in July for six weeks.

Visitors to the highly visible family-friendly area will be invited to sing and dance with Paula and friends, take part in a cool puzzle game, colouring competition and have their photo taken with a life-size Paula the cow.

Brand Ambassadors will be on hand distributing sample-sized Paula desserts to visitors.

PR agency Brando, which is handling media relations for the launch of Paula, will be working alongside i2i throughout the sampling and experiential activity.

Brando is launching a nationwide competition called 'Farmyard Beats' which involves finding the UK's best young rap stars to sing with Paula and her friends during a grand final event at the Legoland Live music festival this summer.

The campaign will be promoted via i2i's supermarket sampling events in June and via high-profile media partnerships with kids' and mums' titles.

The overall winning rap star will enjoy a once-in-a-lifetime family holiday to Legoland California and receive goodie bags packed with Paula merchandise.

Bruce Burnett, Managing Director of i2i Marketing, commented: "We are delighted to be working with Dr Oetker on this important campaign and look forward to introducing thousands of kids and their parents to Paula desserts.

"The creation of 'Paula's World' in Legoland gives us a rare opportunity to provide a complete Paula brand experience at a time when families will have fewer potential distractions and time constraints".

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