Premier Foods Puts the Cool Back into Cadbury Mini Rolls
Starcom creates a fun human experience for families using interactive outdoor campaign
Premier Foods has launched an interactive outdoor campaign, created by Starcom, the Human Experience Company, to promote its new Cadbury Mini Rolls ice cream flavours: Raspberry Ripple, Toffee Ripple and Mint Choc. The new flavours, together with existing milk chocolate mini rolls, are delicious eaten straight from the freezer. The campaign aims to catch the attention of families whilst out shopping over the summer holidays.
The campaign will see families stand in front of interactive 6-sheets and press a button to take pictures of themselves, which then ‘freezes’ in front of their eyes. They can then choose from the exciting new range of flavours to personalise their photo on the interactive screen. Finally, families are given the option to project the image onto huge M-Vision screens throughout the mall, for frozen fame within minutes. Alternatively, they can email themselves the image which they can then share via social media.
Darryl Curtis, Marketing Controller, Premier Foods, said:
“As the human experience company, we are confident Starcom will help bring the cool back into Cadbury Mini Rolls. Using innovative technology to grab the attention of families whilst shopping on their summer holidays, Starcom have created an exciting and fun campaign that we cannot wait to see in action.”
Pippa Glucklich, MD, Starcom, said:
“Working with Premier Foods is always a joy. This latest innovative campaign uses real-time activation to capture a moment of fun and creates a great human experience”.
Starcom worked alongside JCDecaux and Grand Visual to bring the campaign to life. Its interactive activity lasts for three weeks and will be situated in high footfall shopping malls across the UK, including The Oracle Shopping Centre, Reading, Trinity Leeds, Bluewater, Bullring Birmingham, intu Lakeside and Centre Milton Keynes. It will also be supported by supermarket Point of Sale activity and promotions.
For more information please visit
www.jcdecaux.co.uk
