This summer Steam UK launched ‘Let’s go Fly a Kite’ campaign for Intersnack’s kids’ brand, Pom-Bear. The integrated promotion offered lucky consumers the chance to win a special edition Pom-Bear kite every hour, meet Pom-Bear in person and interact with the character online. The objective of the promotion was to build on Pom-Bear’s brand strategy to promote a healthy lifestyle and encourage family fun for parents and kids.

‘Let’s go Fly a Kite’ was led by a heavyweight on-pack promotion to text in for your chance to win a special edition Pom-Bear Kite (communicated on 28 million packs).  It was supported with a nationwide tour of 6 County Shows where children were able to meet Pom-Bear, receive a free branded mini kite, have their face painted and sample the potato snacks. Parents also received information regarding the nutritional content of Pom-Bear and safety tips for flying a kite.

Pom-Bear received 37,000 text entries with an average daily entry figure of 402. Around  103,000 consumers visited Pom-Bear at the County Shows where 84% of parents interviewed revealed that they would purchase Pom-Bear in the future and 86% of parents said that they would recommend Pom-Bear to a friend.
The campaign was supported with fun, educational online games teaching kids how to fly their kites safely, and on-going national consumer PR.

Marketing Manager for Intersnack, Steve Harger commented “Pom-Bear is delighted to be supporting our key customers this summer with a unique promotion, which will build shopper and consumer excitement in the snack category. Our annual promotions encourage a healthier lifestyle for children and have enabled the brand to develop a stronger relationship with our core shoppers”.