3 April 2009
Triple Velvet, a brand of the Swedish company SCA, is launching an educational “tree detective” roadshow that will encourage children to interact with the brand while learning about trees.
The campaign is designed to engage children and families. “We hope to get children to learn more about the environment and become interested in trees,” says Triple Velvet brand manager Traci Baxter. “The roadshow is a really easy way for families to get involved while they are shopping and, by extending this to the website, we can also provide a tool for young people to learn at home.”
The roadshow will tour the country for 14 weeks and will be supported by a microsite, www.velvetbabymd.com/treedetective.
The campaign is being managed by Chemistry Communications Group and has been designed to support Triple Velvet’s “Three Trees” promise to replant three trees for every one it uses.
At the roadshow, children will have the opportunity to collect bugs and identify sounds of nature. They will be given a log book containing puzzles that will be stamped at the end of the experience, making them a “Triple Velvet Tree Detective”.
Those completing the trail will be awarded a Tree Detective badge. Accompanying parents will be given a money-off coupon for their next purchase of Triple Velvet.
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