Get active kiwi kids aged 5-12 trying Milo Cereal with their parents present, and drive purchase.
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 IN 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.
(This campaign was run on smaller scale in 2012 and was extended in 2013)