The brand will sponsor kids’ music event Legoland Live! My First Festival this July, at which i2i will create Paula’s World – an experiential area featuring children’s games, activities and sampling.
Paula’s World will also act as the venue for the final of a national 'Farmyard Fame' kid’s song-and-dance competition, organised by Brando.
Prior to the festival, i2i will manage a five-week nationwide supermarket roadshow, taking in two live regional semi-finals of the Farmyard Fame competition at Cabot Circus, Bristol and the Metro Centre in Gateshead.
This is the second year i2i and Brando have worked in partnership to promote the Paula brand through experiential marketing.
Last year’s event helped Paula become the best branded kids’ launch of 2008, gaining 13.4% of the kid’s treat market within nine months of launch, with sales of £2.3m.
"Last year, this creative brand partnership helped Paula become the most successful launch in its category," said i2i Marketing managing director Bruce Burnett. "We are confident that this year’s combination of the supermarket roadshow, Paula’s World, Legoland Live!, on-pack promotion and Farmyard Fame competition will deliver more outstanding results for Dr Oetker."
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