Background
Newcomer SMUG Dairy, launched by Kerry Foods, wanted to introduce conscious dairy lovers to trial its blended oat-and-dairy milk, which boasts 30% less saturated fat than standard milk.
The campaign
Partnering with savi, SMUG Dairy rolled out a Tesco-exclusive mobile coupon campaign to drive product trial and align with its sustainability goals.
The offer was for a free 1ltr carton of SMUG Dairy –
a sweet deal for health-conscious shoppers during the ten-day campaign.
Working with influencer @ladbaby, the initiative was part of a broader above-the-line campaign spanning TV, VOD, and YouTube amplifying its reach across multiple channels. designed to drive product trials in Tesco stores.
37%
redemptions from activations
10k+
coupons requested
10
day campaign
“The synergy between our brand values and mobile coupons made them the ideal way to connect with consumers who prioritise health
and sustainability while ensuring they don’t
have to compromise on taste.”
Matthew Cullum, Marketing Lead for SMUG Dairy.
