Lakeland Dairies sought to launch its new Pour & More cream alternative in SPAR stores across the South West, aiming to boost retailer awareness, drive consumer engagement, and support distribution through Appleby Westward, the SPAR Retail Distribution Centre for the region.
The primary challenge was to create strong awareness and customer demand for Pour & More at SPAR, encouraging both retailer buy-in and shopper engagement. The campaign needed to build a direct connection with SPAR shoppers while also reinforcing retailer support to maximise visibility and pull-through from the distribution centre.
We developed the "Pour & More On Tour" campaign, an in-store sampling initiative across participating SPAR stores, which ran in two phases and included a promotional price offer. To drive further engagement, we launched a social media competition inviting customers to share photos of themselves enjoying Pour & More using the hashtag #PourandMoreOnTour. This combined in-store and social media approach successfully raised brand awareness and encouraged both new and repeat purchases.
