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May 25, 2009
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Food manufacturer teams up with Legoland event to promote dessert




Paula, the children’s dessert brand by Dr Oetker, is to sponsor the music event Legoland Live! My First Festival as part of an integrated experiential campaign this summer.
 
The sponsorship has been brokered by brand experience agency i2i Marketing, which will create an experiential Paula’s World near the main stage at the festival. This will feature children’s games, activities, character appearances by Paula, the rapping cow, and sampling from a cow-shaped Paula-mobile. 
 
Paula’s World will also act as the venue for the final of a national Farmyard Fame kid’s song and dance competition, organised by Brando. This year’s star judge will be Britain’s Got Talent teenager George Sampson.
 
Prior to the festival, i2i Marketing is masterminding a five-week nationwide supermarket roadshow and Kids Go Free to LEGOLAND® Windsor on-pack promotion. It will also be managing two live regional semi-finals of the Farmyard Fame competition at Cabot Circus, Bristol and the Metro Centre in Gateshead.
 
LEGOLAND® Live! is now in its fourth year. The festival has attracted an average of 16,000 visitors. This year’s event takes place on 18-19 July and will be the first time it has taken place over two days.

The festival’s entertainment includes top children’s pop acts, such as Fireman Sam, Bob the Builder, Barney and Justin Fletcher, and activities include circus skills workshops.
 
This is the second year running that i2i and Brando have worked in partnership to promote Paula through experiential marketing. In 2008, a similar campaign helped Paula gain 13.4% of the Kid’s Treat market within nine months of launch, with sales of £2.3 million.

“As a fun treat for kids, Paula and LEGOLAND® are ideally matched,” said Bruce Burnett, managing director of i2i. “Last year, this creative brand partnership helped Paula become the most successful launch in its category. We’re confident that this year’s combination of the supermarket roadshow, Paula’s World, LEGOLAND® Live!, on-pack promotion and Farmyard Fame competition will deliver more outstanding results for Dr Oetker.”


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