This summer, number two children’s biscuit brand (Nielsen MAT to w/e 20.05.17) Barny is launching Rangers - a new on-pack proamotion which offers consumers the chance to win outdoor experiences.
Up for grabs is the top prize of a five-night family safari to Kruger National Park in South Africa, plus 500 Barny binoculars and 500 Discovery Diary activity books to be won every week. By creating a team of Barny Rangers, the promotion aims to help parents get their kids outside to kick-start their curiosity and excitement for wholesome, real-life play. The campaign will run until August 27 to help drive brand growth through penetration by incentivising shopper purchase.
For the chance to win, consumers will need to purchase any promotional Barny multipack then visit www.barnyrangers.co.uk where they will enter the code found inside the box and their contact details. This code will enter them both into the weekly draw and overall draw for the chance to win the main prize of a family safari experience.
The Barny brand is worth £13m RSVP (Kantar MAT 11.09.2016) and growing at +6%, with a +3% uplift in volume. It is also seeing strong results amongst consumers, with a penetration of 9.6% and a repeat rate of 50.4%, both of which are growing at a rate of +3% and +4% (Nielsen MAT to w/e 20.05.17), respectively.
Daniel Kessler, Barny senior brand manager, said: “In today’s digital age, it seems that mum is forever battling with the challenge of keeping her child from spending hours staring at a screen. We believe that the world is a much more interesting place if you look close, and have launched this promotion to help children uncover the exciting secrets of the great outdoors.
“We have had a great response from a number of large-scale sampling events at the start of 2017 – so we’re hoping that this will prove a hit with retailers and consumers alike.”