Devondale creates mobile game in a bid to drive customer loyalty
Dairy product firm Devondale has launched a campaign in a bid to drive loyalty among mums and to accelerate the use of its long life milk.
Created by Oxygen Interactive, it is fronted by Matilda the Devondale Cow with a mobile game at the centre of the campaign. It uses printing technology whereby unique codes are only revealed on packs once they’re chilled.
Matilda’s Dairy Dash, available on IOS, Android and Facebook incentivises and rewards consumers who purchase Devondale Long Life and chilled milk with the chance of instantly winning a share of $100,000.
Devondale marketing manager Kit Rahman said the brand faced a number of challenges.
They know we only buy long life milk so we have it in the cupboard if we run out milk don’t they? Milk you put in the fridge straight away is called milk.
How will this drive loyalty? Just work on the packaging, taste and used by date.