The Art of Dairy™ Art Contest
| client/brand: | Safeway/Lucerne |
| target audience: | Moms and teens |
Consumer Activation Target
Artistic Youths
Challenge
Promote Lucerne Dairy products as a healthy snacking alternative during the Back-to-School period.
Solution
With in-school art programs falling victim to budget cuts Alcone saw an opportunity. Enlist schools and teachers as supporters of an initiative that creates curriculum and provides their school with an opportunity to win funding for their art programs. We connected Safeway with high schools in selected communities as partners in the “Art of Diary” contest, an art contest offering students the chance to win $20,000 for their school by designing the best Lucerne cow icon. Ten additional schools had the chance to be awarded $1,000 for collecting the most Lucerne UPCs, and 30-semi-finalists had their designs transferred to life-sized cow displays that toured Safeway stores around the country.
Results
The response to this event from moms, teachers and students was tremendous!
