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August 23, 2008

Sweet brand's launches Little Days Out campaign

A series of events has been taking place in the UK across the summer by the Natural Confectionery Company (TNCC) to engage parents and their children with the brand and generate word-of-mouth advocacy, which is increasingly being seen as a marketing tool in raising awareness and spreading trust.

Launched in Australia in 1998, TNCC is a leading brand in its category and aims to grow to a similar position in the UK. With natural ingredients at the heart of its offer, TNCC’s fun range of six types of bagged sweets, all free of artificial colours and flavours, is designed for parents who want to treat to their kids, but are concerned about giving them too many 'nasties'.

The campaign, organised by experiential agency Sledge, follows on from last year’s successful live activity. It consists of a number of Little Days Out events held in a variety of strategy locations, including the Innocent Village Fete, Welcome Break service stations, shopping centres and safari parks.

The events have been taking place over a 33-day period during July and August, offering families a fun, memorable interaction with the brand in a safe environment.

Sledge, which was re-appointed from last year, has been running a fun campaign that brings to life TNCC’s snake, dinosaur and monkey-shaped jellies. The activity has been supported with a sampling, online and retail strategy. Visitors to the events have been able to take away treat-size bags sampling a range of the sweets the brand has to offer.

Commenting on the campaign, Martin Driver, senior brand manager of the sweets portfolio at Cadburys, which includes TNCC, said: "The launch activity last year created by Sledge was a great success, because it was highly effective at introducing the brand to our target market. This summer's Little Days Out campaign is helping to develop the relationship that now exists between The Natural Confectionery Company and mums across the country, providing a fun environment for even more people to discover the sweets."

Ireland is also getting to experience the series of events with Sledge taking a second campaign, named TNCC Snake Island, around shopping centres, interactive children’s museum Imaginosity and The National Plough Championships in the country. The events, taking place throughout August and September, allow children to explore TNCC Snake Island and discover the brands products with take-away treat-size bags.

By early August more than 90,000 treat-size bags had been handed out, along with 75,000 snake hats and activity books. What’s more, 500 little faces had been painted, and 500 rather larger shoulders have been massaged, with 4,000 children have gone through the activity. Sampling figures for the campaign are estimated to reach 50,000 in Ireland and 200,000 in the UK.

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