Dairylea launch competition to win branded racing cows

Following on from a massively successful Dairylea ‘Moo-sical cow’ campaign in 2014, the company has returned with a new on pack promotion giving consumers the chance to win branded racing cows.

The Dairylea Moo-ing Racers are pull-and-release toys, each with its own personalised sound. Winners will be able to select from four options - Racing Car Cow, Skateboarding Cow, BMX Cow and Roller Skater Cow.

The competition is running across Dairylea Dunkers, Dairylea Tubs, Stripcheese and Lunchables for 23 weeks – the longest on pack promotion Dairylea has ever run. The main promotional period runs from May 18th to October 31st 2015. There are over 16,000 cows available to win and for each of the 166 days of the Main Promotion Period there will be 100 Racing Cows to be won.

The brand says this will encourage consumers to enter multiple times and try and collect the range, which will drive sales with repeat purchases across the Dairylea portfolio.

Promotional packs feature a unique code which consumers enter to find out if they are a winner. The promotion will be supported throughout with a large scale social media campaign and disruptive in-store activity.

Philip Warfield, Senior Brand Manager of Dairylea and Grocery, commented: “As the UK’s number one snacking cheese brand, we constantly strive to offer our shoppers added value, whilst simultaneously driving category growth through engaging promotional activity. Last year’s promotion saw a huge 130,000 entries, and we hope that by offering consumers an even more engaging prize and extending the length of the promotion, this year will prove even more successful.”

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