Butter brand Kerrygold is running an on-pack promotion offering a one-in-four chance of winning a stylish 100 per cent pure-cotton bag. It is at the heart of an integrated campaign created by Woo Communications, part of the Engine Group of agencies, and is aimed at engaging with “household grocery decision-makers”. The campaign also involves direct mail, trade-focused mailers and bespoke brand activation activity complementing the overall brand positioning. It worked with WCRS, another agency within Engine. It targets women aged 35 to 50 and aims to lure them away from their regular choice of dairy brand with the overall objective of improving sales and creating lasting brand relationships. The activity is rolling out through July, with over 100,000 bags available. Consumers find out if they have won from looking at sleeves on promotional packs of Kerrygold Softer Butter 250g or Kerrygold Lighter Softer Butter 250g.