All core FRijj bottle sleeves will act as a ‘2 for 1’ ticket for Thorpe Park, the nation’s thrill capital. The Thorpe Park branded bottles will also give consumers 100’s of chances to win prizes including 14 VIP days out for four people.
The activity will be supported by a three week ATL campaign from 16 July, social media activity from FRijj’s popular Facebook and Twitter feeds and a newly developed FRijj micro-site.
A unique code on every bottle will offer consumers the chance to win, via the micro-site, one of 14 exciting VIP days out for four people. There are also five Merlin Group annual passes, 12 Thorpe Park annual passes, 20 Thorpe Park tickets, 100 Swarm (The UK’s first winged rollercoaster) One Shots and 50 other ride One Shots and 1,000 Free bottles of FRijj The Incredible up for grabs.
Nathan King, marketing director at Dairy Crest Dairies, said: “Thorpe Park and FRijj are the perfect match with both targeting 16-34 year old thrill seekers! This exciting campaign aims to bring incremental growth throughout the summer season to the FRijj brand which is already enjoying fantastic annual growth, with 12% more consumers in the past year.”
The Flavoured Milk category is worth £196.4 and growing 13.1% YOY in value. FRijj is the number one Milkshake brand, worth £49.1m and accounts for 25% value share of the Flavoured Milk category.