FMBX News

Cravendale and Gratterpalm surf through supermarket tour

Following Arla Foods’ new £12m integrated ‘Cats with Thumbs’ campaign, promoting the milk brand, Cravendale, Gratterpalm, the north’s leading advertising agency, has been appointed to deliver an experiential brand experience which will see an interactive roadshow tour across some of the UK’s largest supermarkets.

Keen to build on consumers’ reactions to the TV campaign and the brand itself, Arla Foods’ Cravendale brand turned to Gratterpalm to improve the way in which it connects with its shoppers. In response to the brief, the Leeds-based agency decided that the best way to get inside the mind of Cravendale’s buyers, was to reach out to them directly.

Shoppers visiting 58 Asda, Morrisons and Tesco stores throughout the North and Midlands, will be able to have their photograph taken on a anamorphic floor sticker, positioned outside the store, that when stood on, gives the optical illusion of someone surfing alongside the ‘Cats with Thumbs’, in Cravendale milk.

The photograph will be printed instantly and customers will be presented with the image in a branded ‘Cats with Thumbs’ photo frame and a selection of photos will be shared on Cravendale’s ‘Milk Matters’ website. The roadshow locations are also being communicated through social media site, Facebook.

To support the graphic, Gratterpalm has also produced a branded van, gazebo and external signage.

Sam Dolan, senior brand manager at Cravendale, said: “We wanted to launch a quirky campaign that would tie in with the existing TV ad and allow us to get feedback from our customers.

“The photo opportunity will provide the perfect platform to reach out to people of all ages and the live brand experience will also enable us to talk to shoppers about the benefits of Cravendale, promote our current in-store offers and drive traffic to our Facebook and Twitter pages.”

Gareth Healey, joint managing partner at Gratterpalm, said: “As it’s an outdoor campaign with fewer space restrictions than in-store, we decided to go big and developed a giant anamorphic floor sticker, which would draw in crowds and promote the milk brand.”

The roadshow commenced on April and will last for 11 weeks until 16th June 2011.

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