THE BRIEF
Launch Modern Milk and position as new lifestyle drink in the UK.
THE CREATIVE
Launch Modern Milk via a targeted media relations and social media campaign using digital vouchers alongside product sampling at festivals and tailor made Modern Milk hat at Ascot to attract attention. Launch Beauty Secrets survey of more than 2000 participants in order to encourage people to drink milk. Team up with top UK health doctor Hilary Jones who acted as spokesperson for radio and press interviews. Using Vitamin D as additional health hook for the media, the drink was particularly appealing to people who didn’t usually drink milk.
THE RESULTS
Digital vouchers distributed on more than 100 websites, national press, broadcast and online coverage achieved. Demand created for third listing at Tesco.
“From the very beginning Lineup showed their media relations experience and campaign creativity. Their team have a great ability to turn things around quickly and efficiently, always understanding the objectives and what needs to be achieved. They provided us with great social media support and event creation for our nationwide Tesco sampling campaign and UK music festivals. I’ve very much enjoyed working with Ali & Gemma and the rest of the Lineup Media team. They have been invaluable for what we set out to achieve.”
Simon Mushamp – Head of Marketing, Lakland Dairies
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