Dora the Explorer and Thomas & Friends cheese slices
The objective was to provide an ‘in store’ incentive to purchase Devondale’s new range of Dora the Explorer and Thomas & Friends cheese slices and cheese shapes - exclusive to Woolworths. The incentive was promoted, on shelf, in store and was also by an eDM sent to the client’s consumer database.
Zebra Direction designed and produced the incentive, a Dora the Explorer and Thomas & Friends stickers and a bonus sticker book. Available with every purchase, these fun and interactive books allowed children to place their stickers and complete activities (mazes, spot the difference, etc). The books also encouraged visitation to devondalekidszone.com.au where additional activities and games were available for download.
Visitors were asked to register their details, with the first 3000 registrations receiving a bonus stickers pack to begin their sticker collection. Further sticker collection was made available in the Dora the Explorer and Thomas the Tank Engine cheese slices pack. To date the campaign has been a success with over 8000 registrants.