BEcause launches cheese cube roadshow for Mini Cravings

Brand experience agency samples new range from The Laughing Cow

The Laughing Cow, the popular cheese brand from Bel UK, is introducing its tasty new Mini Cravings range through a nationwide roadshow delivered by brand experience agency BEcause.

The Mini Cravings range of cube-shaped cheese nibbles has been brought to life in the form of a giant transparent cube, being launched at busy supermarkets and shopping centres throughout the UK via 29 live activity days taking place until the end of August. Consumers are actively encouraged to give the new snack a try and to share the experience via social media. It is expected that 165,000 samples of the new product will be handed out during the course of the campaign.

BEcause has sought to familiarise consumers with the new variation on The Laughing Cow’s popular product range by inviting shoppers to enter the giant Mini Cravings cube. As well as creating a large visual representation to introduce the unusual shape of the new product, the distinctive stand also doubles as a prize photo booth for consumers.

The launch has been supported by a panel of top fashion and lifestyle bloggers who have carefully selected a range of prizes that people crave. Prizes include items such as a luxury air hair drying kit, a titanium automation coffee machine, an Amazon Kindle and a deluxe waffle maker.

All who enter the cube have the chance to win one of the experience or fashion items that have been hand-picked by the team of esteemed bloggers. Shoppers are asked to pose for photographs that are captured within the cube’s photo booth, with printed handouts given out in different colours. These highly shareable fun digital images are then posted to The Laughing Cow UK Facebook page, with all entrants that tag their image on Facebook being entered into a prize draw.

The summer-long campaign is part of Bel UK’s wider push to encourage consumers to feed their cravings with tasty treats including the 14kcal per cube Mini Cravings. The live activity is being supported by social and PR.

Gwyn Humphreys, Account Director, BEcause, said:

“There are moments in life when we all have a craving for something enjoyable. Our giant Mini Cravings cube experience combines product sampling with a strong social element and the opportunity to win fashion or lifestyle prizes selected by highly-regarded bloggers. We anticipate that the experience will continue to generate widespread interest from consumers throughout the summer holidays as we bring this new product to life.”