Lime win contract for Mellow Birds experiential campaign

Kraft Food's Mellow Birds coffee has brought in Lime for an experiential campaign aimed at students.

Mellow Birds milk float to visit unis for expeientail campaign
Mellow Birds milk float to visit unis for expeientail campaign

The campaign will see a Mellow Birds milk float visit campuses to promote the mild coffee brand.

The activity will also be supported by a poster and email campaign at each university.

"Our face-to-face activity in 2009, proved successful based on our insights and in depth analysis by Kraft," said Lime client services director Cressida Chester-Read. "We have decided to really ramp up the scale, with an improved engaging experience, whilst retaining Mellow Birds' humour."

The Mellow Birds Milk Float is designed to show the "fun and frothy" side to the brand, with the use of mild innuendos in the sampling packs such as "Give me a stir" and "Invite someone back to yours for a coffee."

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