Leveraging the power of celebrity

Melbourne Integrated agency Innovatio has launched a national consumer promotion for National Foods' Berri brand featuring Australian singer, actor and presenter Natalie Bassingthwaighte.

Exclusive to Woolworths, the four week 'Backstage with Berri' promotion gives consumers the chance to 'Win a VIP Backstage Pass' to meet the star, enjoying premium concert tickets, luxury hotel accommodation and limo transfers, plus there's an instant daily prize offer of a PS3(tm) and Singstar(r) packs to be won.

"Meeting Natalie is a 'money can't buy' experience," says Innovatio CEO Sarah Spiteri. "Leveraging her star power has allowed us to create a visually captivating in-store presence as well as a compelling reason to buy."

Off-location displays combined with in-store POS pieces including wobblers, entry forms, A3 posters, bin wraps and life-size standees support the campaign, as well as the customised microsite http://www.berrijuice.com.au for entry and promotional details.

In addition, a direct mail campaign and trade incentive promotion was developed to excite Woolworths management and encourage support off-location displays and in-store theatre.

The best performing store team will then win a personal in-store appearance from Bassingthwaighte, where she will sign posters and CDs, and present them with a PS3(tm) and Singstar(r) pack.

"This promotion not only aims to drive immediate sales for Berri - it's also designed to engage and reward retailers, who's buy in is key to success" adds Spiteri.

The promotion ends September 27, 2009.