Parmalat has launched its EverFresh milk spring campaign with television and below-the-line initiatives ranging from smoothies in shopping malls to 'saying it with flowers'.
The campaign started on 1 September 2005 celebrating Spring Day with the delivery of bouquets of fresh daisies to buyers of Shoprite, Pick 'n Pay and Spar, DJ's of radio breakfast shows on East Coast, Highveld, Metro FM, KFM and 5FM, as well as food editors and health writers.
Parmalat marketing manager: corporate and milk, David Green says: "With Spring being associated with fresh growth, renewed energy and vitality, it was a natural choice to link EverFresh, a longlife product with its distinctive daisy design on the packaging, to Spring - creating excitement for EverFresh milk, entrenching the brand with consumers and encouraging repeat purchase."
Shoppers at Cape Town's Canal Walk, Gateway in Durban and Clearwater in Johannesburg enjoyed smoothies and milkshakes at EverFresh Chill Out bars. Consumers could also win a Volkswagen Beetle Cabriolet for a weekend.
