For the first time in the brand’s 14-year history, Cravendale milk is actively targeting UK dads as ‘top up shoppers’ through a new, fully integrated partnership with sports radio station, talkSPORT.
The multi-platform campaign will be activated across all of talkSPORT’s owned channels, including on-air, online and mobile, and was devised on the back of extensive qualitative research by Cravendale that showed it’s often a job for dad ‘to pick up a bottle on the way home’ when family milk supplies start to run low. The take out for dads is that when they do stop for milk, Cravendale should be the brand of choice.
With a UK audience of 3 million listeners per week (81 per cent of whom are male), talkSPORT provides the perfect platform for the brand to reach out, and connect with dads up and down the country.
The campaign itself focuses on the strapline ‘bringing home the milk’, a phrase that has been integrated into the ‘Alan Brazil Sports Breakfast’ to describe footballers that have delivered a great performance.
Every Monday morning since September 10, Alan and co-presenter, former England cricketer Ronnie Irani, have singled out the three footballers they think ‘brought home the milk’ (and conversely the one who forgot the milk), in the previous weekend’s football fixtures. talkSPORT listeners are then encouraged to vote on which of the three players they think ‘brought home the milk’.
October kicked off with an online campaign; Pre-promoted across all talkSPORT platforms, including mobile display, on air and online, it gives dads the opportunity to win gadgets such as iPads.
Rounding things off, an additional SMS execution will see text messages sent to opt-ins across the O2 mobile network (helping to drive home the milk message to dads between 5.00 and 8.00pm on weeknights) and bespoke shopping marketing activity will be rolled out across key convenience outlets including Sainsbury’s Local, Tesco Express and numerous forecourt groups.
Sophie Macaulay, Brand Manager at Cravendale said: “The research we carried out confirmed the hunch we had; that hundreds of thousands of dads buy milk as top up shoppers.
“The talkSPORT campaign has allowed us access to what has previously been an untapped market, enabled us to start building the brand with a new audience – and keep dads across the country in their family’s good books, by bringing home the Cravendale milk!”.
The partnership launched on September 6th with feature seeding and the competition element beginning on October 8th. All activity finishes in early December.