12 June 2009
Thorntons has teamed up with Woburn Safari Park to offer customers two free children’s tickets with every purchase of Thorntons Moments chocolates.
Along with the two free children’s tickets in every Moments pack, customers can also enter a competition to win a VIP weekend at Woburn Safari Park.
Moments brand manager Sarah Bates says she hopes the competition and promotion will attract new customers: “We want Moments to be associated with premium chocolate but in an accessible way. The tagline for moments is ‘Love to share’ and we hope that this angle will encourage customers to look at the brand in a different way. We’d like to change the minds of customers who thought Thorntons was about formal chocolate for gifts.”
The packaging for Moments has been redesigned to reflect the campaign. The box is now decorated with a safari-theme and the chocolates have been relabelled with animal-related names.
The Moments brand was launched by chocolate-maker Thorntons in April 2008 and was the company’s first product designed to be in direct competition with brands like such as Quality Street and Roses.
The on-pack promotion will appear on half a million boxes of Moments. Bates hopes that by running the promotion in the summer, Thorntons has a greater chance of squeezing into the already crowded treats market. “In the winter we can’t compete with the tins of Quality Street, as people want established brands that they had as children at Christmas time. In the summer, we hope they’ll be more interested in trying something new.”
Bates says the main aim of the campaign is to be associated with families and sharing. “We wanted to partner with another fun, family-focused brand, like Woburn Safari Park, as it is in keeping with the values of Moments,” says Bates. “We also wanted something a bit different and quirky to stand out on the shelves.”
Woburn Safari Park said the reason for teaming up with Thorntons was due to the chocolate company’s well known brand and wide-ranging appeal. “This is the first time Woburn has undertaken an ‘on pack’ promotion of this scale. Woburn would like to utilise partnerships with strong brands like Thornton to raise awareness of the safari park.”
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