Firstly print and radio reminded Kiwis of playing BYC when they were kids. We developed 3 distinct BYC characters for them to identify with, then we positioned L&P as the only drinks break option for BYC, using a combination of in-store and event activation at international cricket matches.Finally we invited New Zealanders to play in a BYC tournament in the backyards of Paeroa. We used street posters, radio & an integrated TV sponsorship to drive people to the website to enter. We picked the best 48 teams and they assembled in Paeroa for the inaugural BYC tourney.

The promotion was a huge success. The audience loved the characters in the ads and hundreds of teams from all over the country entered online.It delivered strong awareness and there was a natural link to encourage out of home consumption. Sales were up 10% YOY, and are up 17% over the calendar year.L&P sales teams even set up their own mini BYC tournament for their trade clients and the level of involvement from our audience highlighted how much the brand has grown and how much love there is for L&P in New Zealand.