It doesn't crumble! The Milk Rolls campaign has been launched
It doesn't crumble! The Milk Rolls campaign has been launched
The campaign for our Milk Rolls has been launched. This time we focused on new target groups and contexts for consuming our products. In addition to the competition consumer activation, we have planned, among other things, activities in gaming environments, cooperation with influencers, DOOH campaign and digital activities.
The key attribute of the product, communicated in the summer edition of the campaign of Milk Buns, is its composition (high milk content) and the fact that the product does not crumble when eaten, so it will prove useful not only as a base for family breakfast or a sweet snack for school or work, as it was communicated by the brand before, but also on other occasions and at different times of the day.
The key attribute of the product, communicated in the summer edition of the campaign of Milk Buns, is its composition (high milk content) and the fact that the product does not crumble when eaten, so it will prove useful not only as a base for family breakfast or a sweet snack for school or work, as it was communicated by the brand before, but also on other occasions and at different times of the day.
For this campaign, we decided to take a tactical approach and reinforce the message based on one of the product's more important functional USPs, the fact that our Milk Buns do not crumble when eaten. We focused on two new contexts of use: holiday car trips and the online gaming environment.
The constant search for growth in brand recognition parameters, especially for such a popular product, requires constant exploration of prospective consumption occasions and targeting communications to narrower audiences
The constant search for growth in brand recognition parameters, especially for such a popular product, requires constant exploration of prospective consumption occasions and targeting communications to narrower audiences
Victor Kowalski
Head of Marketing, Dan Cake Polonia
The campaign's communication activities are being implemented in two ways. Their first context is family car travel. People going on vacations or trips by car, especially parents with children, are aware of how problematic it is to eat while driving, as evidenced by unwanted leftovers and crumbs that inadvertently land inside the car. Milk Buns do not crumble when eaten, so they are ideal for snacking while driving.
Our goal was to develop the contexts of the product's presence in the consumer's life. For a long time, the key one for Milk Buns has been breakfast. However, this doesn't mean that they don't fit into other situations in a way that makes life easier - family life (while traveling in the car with the kids) or while playing online games. The composition of the product (high milk content) gave us the opportunity for a truistic but interesting language game - "milk doesn't crumble".
Radek Grzybowski
brand marketing director, Bluerank
The idea of spending time actively with children will be promoted by the family, known on social media as @readyforboarding. As an incentive to travel together, the website www.buleczkimleczne.pl offers a free e-book with a suggestion of six weekend routes in Poland, ideal for family trips.
The second pillar of communication strongly relates to a younger audience and the context of gaming. During gameplay and streaming, eating is a challenge, as crumbling snacks can dirty the keyboard. Thanks to the fact that Milk Buns don't crumble or crunch, gamers can conduct their gameplay with peace of mind and without interference.
In cooperation with the gamer @unsullied, the Dan Cake brand will promote Milk Buns as snacks that are perfect for gaming. To this end, a contest will be launched on the influencer's channel on Discord, where users will share their worst food-related stories during running games. The most interesting answers will be awarded Mystery Boxes with gaming gadgets worth a total of PLN 10,000. The contest will last from 17.06 to 9.07 this year, and the entire campaign will end on July 31 this year.
The promotional activities will also make use of DOOH media in Poland's largest cities (160 locations), ads in shopping apps, Social Ads Meta and Tik Tok, In-game ads, Twitch and display.
The second pillar of communication strongly relates to a younger audience and the context of gaming. During gameplay and streaming, eating is a challenge, as crumbling snacks can dirty the keyboard. Thanks to the fact that Milk Buns don't crumble or crunch, gamers can conduct their gameplay with peace of mind and without interference.
In cooperation with the gamer @unsullied, the Dan Cake brand will promote Milk Buns as snacks that are perfect for gaming. To this end, a contest will be launched on the influencer's channel on Discord, where users will share their worst food-related stories during running games. The most interesting answers will be awarded Mystery Boxes with gaming gadgets worth a total of PLN 10,000. The contest will last from 17.06 to 9.07 this year, and the entire campaign will end on July 31 this year.
The promotional activities will also make use of DOOH media in Poland's largest cities (160 locations), ads in shopping apps, Social Ads Meta and Tik Tok, In-game ads, Twitch and display.
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