Outside Line has conceptualised, developed and executed Cravendale’s impending on-pack giveaway, EPIC Straws, and is embarking on a content-driven social campaign to coincide with the giveaway launch on Monday 24th September.
EPIC straws are ‘Extreme Pilfering Instruments for Cravendale’ – helix-like kits of straws that can be creatively constructed to allow for ‘extreme milk consumption’ – that will be available to collect through an on-pack Cravendale voucher redemption scheme. Strategically and creatively, the promotion ties into Cravendale’s current quarter’s wider ATL campaign, ‘Catnapped’.
Based on the insight that straws make drinking milk more fun, Outside Line developed EPIC Straws in order to give Cravendale’s loyal audience even more reason to ‘get carried away with milk’. The agency was responsible for the entire EPIC Straws campaign, from original concept through to research, development, product design, manufacture liaison and digital promotion.
Social and digital promotional activity includes a content-driven campaign which initially features a nostalgic stop-frame animation film explaining how to get and use EPIC straws. This film will be promoted across Cravendale’s social and digital channels (Facebook, Twitter, YouTube, CRM, website and newsletters) from week commencing 24th September 2012.
The second phase of this content push launches in October and will feature tongue-in-cheek teasers and films showing regional sports and dance clubs engaging in outrageous ‘Tug of Straw’ challenges. Teams compete to drink milk the fastest and most creatively through almost unimaginable EPIC straw constructions. Video content from this activity will be released and seeded from 1st October 2012 to encourage consumers to challenge their family and friends with their own straw constructions.
Further social activity includes a partnership with the Britmums network, where key bloggers will receive advance sets of EPIC straws so they can generate family-friendly online buzz about the product prior to launch.
Outside Line will be similarly engaging Cravendale’s most loyal fans by giving them the chance to get their hands on packs before anyone else and has already received unprecedented engagement after posting a Facebook invite asking fans if they would be interested in trialling Cravendale’s latest kooky giveaway.
Outside Line is also organising a Twitter party for late October 2012, where targeted bloggers and straws evangelists can share their excitement about EPIC straws and passion for creative uses of milk over a dedicated hour-long slot on the social network.
Cravendale’s brand manager, Sophie Macaulay, said: “We have worked with Outside Line for the last five years and can always rely on the agency to come up with a fun and engaging way of getting families interested in milk."
Outside Line’s co-founder and director, Ant Cauchi, said: “Cravendale is all about helping families to have more fun with milk and these EPIC straws are a perfect embodiment of that spirit. EPIC straws make ‘the milk matter’ by inspiring imagination and feeling very premium. As an agency, we’ve had enormous fun with this project and judging by initial reactions from bloggers and Cravendale fans, EPIC straws are set to take the country by storm.”
Project name: EPIC Straws
Client: Sophie Macaulay, Cravendale brand manager
Social Agency / Creative Agency: Outside Line