Case Studies

Milo Cereal

Experiential in Junior Rugby Clubs

THE IN GROUP
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The Brief

Get active kiwi kids aged 5-12 trying Milo Cereal with their parents present, and drive purchase.

The Solution

A Milo Cereal Junior Rugby Registration sampling campaign was developed for the 2013 season. 280 junior rugby clubs were signed up to run 'Free Milo Breakfast Registration Days' to attract kids with their parents to register. The Provincial Rugby Unions supported the breakfasts.

The Rollout

THE INĀ GROUP organised the clubs to run the breakfasts themselves. Clubs received instructions, cereal, milk vouchers, posters, signage, product vouchers, prizes and giveaways as well as a booklet on how to promote and run their events.

The clubs were encouraged to send in photos of the events to go in the draw for Rebel Sports vouchers.

The Results

  • 51,800 kids had a FREE Milo Cereal breakfast.
  • The competition photos demonstrated the success of this campaign.
  • In the follow-up online research 99% of clubs said they would run it again.

(This campaign was run on smaller scale in 2012 and was extended in 2013)

Service THE IN GROUP
Industry Food and Beverage
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