McCain Foods has partnered with Crayola, the children’s crayon and creativity specialists, to offer free Crayola products with packs of McCain Smiles.
The on-pack campaign, which launches mid-October and will run for 6 months, has been introduced to drive new consumers to the Smiles brand and increase brand loyalty amongst existing customers.
Parents are invited to collect two unique codes from promotional packs of McCain Smiles and upload them to www.mccain.co.uk/smilescrayola where they can choose from six free Crayola goodies.
The range includes crayons, pens, pencils and activity books, each with an approximate retail value of £2.99.
The micro-site also features a fun interactive area for kids and their parents to explore, including a range of printable colouring-in sheets which can be personally customised with their kids photos.
Mark Hodge, McCain Foods Head of Brand, said:
“McCain Smiles are convenient, good, simple food with fun at their heart.
“Crayola is a perfect fit for the product as it’s fun, creative and a big favourite with kids and parents.
“Customers are looking for genuine value when shopping the fixture but are reluctant to sacrifice quality.
“This promotion really helps to emphasise the value that Smiles offer to busy Mums and we expect the promotion to drive increased sales and increase brand loyalty.”
The campaign is also being supported by a targeted national door drop, offering a money off next purchase coupon to encourage mums to start collecting.