The UK’s most effective brand activation agency, ZEAL Creative, is working with BUXTON natural mineral water to drive multi-pack purchase and reward shoppers with Great British Experiences.
Inspired to engage shoppers eager for new adventures after a year in lockdown, ZEAL created a campaign that aligned BUXTON with brand Virgin Experiences, harnessing the brand’s reputation and credibility. The on-pack competition offers consumers the chance to win one of 125 Virgin Experience Days, worth £250. ZEAL developed the partnership, creative artwork and promotional strategy to grow market share of BUXTON®’s multi-pack range and raise consumer awareness of the brand’s inspirational “Don’t Give Up, Rise Up” message.
The promotion appears on over 5 million packs of BUXTON® 8 x 50cl, 12 x 50cl and 6 x 1.5l packs and drives entry via the brand’s website. Integrated with in-store point of sale materials, organic social media and paid media activity, the campaign also drives footfall into water aisles. Adding value to BUXTON® products over own label and other water brands, the promotion broadens reach and engages shoppers, ultimately driving purchase.
This is the first creative campaign ZEAL has run with BUXTON and the latest Nestlé brand to appoint the agency. ZEAL has also developed shopper engagement promotions for Nescafé and Nestlé confectionery brands including KitKat, Aero and Milkybar.
Polly Rowntree, business development director at ZEAL Creative, says: “The opportunity for BUXTON to encourage the nation to RISE UP & WIN Great British Experiences after what’s felt like a long year indoors couldn’t be missed. Partnering with Virgin Experience Days was the perfect fit as the prize provider, and we look forward to seeing the positive impact on sales as a result of the campaign.”
Agathe Robert, Nestlé Waters local brands lead, comments: “After this uncertain time, BUXTON is on a mission to bring hope and inspire a nation that never gave up to RISE UP. Now, more than ever. This campaign is directly drawn from BUXTON® positive and resilient mindset. Every promotional pack gives a chance to win Great British Experiences, thanks to the partnership with Virgin Experience Days. We look forward to inspiring our shoppers and seeing a positive impact on sales.”