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May 26, 2008

MiniCol targets over-55s with supermarket roadshow

Emmi UK in currently running an eight-week roadshow for its cholesterol-reducing healthy cheese alternative miniCol, through brand experience agency i2i Marketing. The campaign, aimed predominately at the over 55 market, will take place 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 receive 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 along the aisles where miniCol is positioned, 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.

"Since the launch of mature miniCol, we have been excited and confident about the taste of the product,” said Stephen Kimber, head of sales and marketing – Cheese at Emmi UK. “The most important thing for us is to get it into the mouths of as many consumers as possible, and what better way to do this than through experiential marketing? Therefore, we chose i2i Marketing to create a simple sampling campaign showing the performance and versatility of the product, both cooked and cold, giving consumers a chance to experience for themselves that a healthy cheese can taste great.”

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