RPM executes summer drive for Onken yogurt

Dr Oetker has appointed leading experiential agency RPM to carry out its live marketing campaign for Onken Natural Yogurt, which kicks off in May.

The agency was briefed to create a series of brand activation activities that would 'educate, inspire and excite' the consumer in an involving way and reinforcing the 'My Onken My Way' strapline, while communicating taste as the 'key brand benefit'.

The campaign will consist of a six-week front of store product drive at specially selected Tesco and Sainsbury's stores, alongside a sampling event at the prestigious Taste of London show in Regents Park on 19 - 22 June.

Both activities will involve sampling Onken Natural Yogurt in a variety of ways to suit different eating occasions.

Recipe cards will be distributed to promote the yogurt's versatility and to encourage consumers to use it as an ingredient in their cooking.

Visitors will also be offered the chance to enter a competition, and given money-off vouchers to push purchase.

To assess the campaign's effectiveness, telephone interviews will be conducted for each campaign, two weeks after the live activity.

These will test a control and an exposed group to determine the success of the campaign and provide insight about the brand.

Senior account manager at RPM, Kaya Curtis, commented: "By taking Onken to key food shows and retail locations, this campaign aims to educate, excite and prompt purchase, as well as illustrating Onken's versatility through food magazine and advertorials".

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