Allied Bakeries’ brand Kingsmill have sponsored ‘the big
lunch’ – a charity initiative by the Eden Project which aims to encourage as
many people as possible across the whole of the UK to have lunch with their
neighbours in a simple act of community, friendship and fun.
To drive further awareness and leverage their sponsorship,
following a competitive pitch, Kingsmill appointed promotional agency Sense Marketing
Services to deliver a sampling campaign to drive product trial and further promote this via a Kingsmill ‘Big
Lunch’ national roadshow tour that will visit 21 locations over a 5 week period
starting on March 30th.
Whilst leveraging The Eden Project sponsorship, the tour
aims to get kids involved and excited about bread with activity centred around
‘putting the fun back into kids lunches’ by encouraging kids to be as creative
as possible when making their dream sandwiches using Kingsmill’s 50/50 bread
and nutritionist approved ingredients.
Whilst kids embark on a spot of culinary creativity in
specially branded sandwich making marquees, mums will be given product
information leaflets with an attached MONP coupon to incentivise purchase of
Kingsmill 50/50 loaves.
Their work will be photographed (with parental permission)
for entry into a national competition. The 24 most creative entries will be
chosen to feature in Kingsmill’s downloadable recipe book with a lunch in your
street prize awarded to one of these 24.
Sarah O’Neil, senior account manager at Sense Marketing
said: “We are really looking forward to seeing how creative the kids are with
their sandwich designs and putting the fun into their lunch”
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(Read more stories like this at fieldmarketing.com)