W&K London rolls out Cravendale Straws digital drive

By Loulla-Mae Eleftheriou-Smith, campaignlive.co.uk, Wednesday, 26 September 2012 11:01AM

Wieden & Kennedy London has created a digital campaign for Cravendale's "epic straws" on-pack promotion.

Cravendale: rolls out straw promotion

The work for Cravendale is part of agency's "catnapped" campaign. It features the return of mastermind feline Bertrum Thumbcat, brainwashing a milkman.

The "epic straws" promotion is giving away sets of straw packs. They contain a number of clear straws and coloured plastic connectors that can be adjusted to make different shaped and sized straws.

The on-pack promotion supplies consumers with a unique promotional code that can be entered   on to a dedicated site, www.epicstraws.co.uk, created by Outside Line.

Consumers can choose one of three straw variations – "the secret slurper", "the cereal snapper" or "the bottle burglar".

Cravendale returned to TV last month with a second push for its "cats with thumbs" strategy.

This article was first published on campaignlive.co.uk