Green Dragon Flour promotion
Point of sale and marketing campaign to promote Green Dragon Flour in the restaurant and takeaway trade
Brief
The client had the idea of creating an actual Green Dragon costume where someone would dress-up and visit chosen restaurants and takeaways (RTAs) to reward customer loyalty, create talkability and trigger a positive reaction to the brand. The trade needed to be aware that this was happening (and to stock up on Green Dragon Flour to receive additional benefit) through mailers, Cash & Carry posters and other POS.
Solution
We suggested creating a bespoke stylised illustration to lead the campaign, that captured the essence of our client’s promotion whilst maintaining brand integrity. The illustration style was carefully chosen to be dynamic, memorable and fun. We directed and commissioned the illustration which we then rolled out onto a range of marketing tools including a life-size card cut-out for use in-store.
Results
The promotion material help pave the way for the actual Green Dragon to visit and reward RTAs. From Newcastle to Liverpool and beyond… he was well received by the trade! Future plans include a social media campaign and additional digital presence.
