This campaign, designed and delivered by VMM Concepts, ensured for a period of five weeks wherein Coop Supermarket customers could receive the Orange Buddies for every €20 spent on groceries and other sale items. To complete the Orange Buddies collection, lanyards were also given away, with the additional option to purchase a Buddy Pillow. Due to its resounding success, this campaign was returned for the 2012 European Cup season.
This campaign was communicated through national TV commercials, Coop door-to-door flyers, internet, and POS.
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