Cravendale is stepping up its efforts to get shoppers to trade up from standard to filtered milk with the launch of a major new - and permanent - loyalty scheme, as tipped by The Grocer in December.

Love Cravendale will launch on 1 July and primarily target Cravendale loyalists, particularly family and pre-family households.

Shoppers will be able to collect points, or ‘hearts’, by entering codes from two-litre bottles of Cravendale into the lovecravendale.co.uk website. They can then redeem them for 30 ‘core rewards’, including experiences and activities such as salsa lessons and white-water rafting.

On signing up to the scheme, shoppers will instantly qualify for a two-for-one voucher for attractions such as museums, which can be redeemed at more than 150 venues.

There will also be regular spot prize draws, with prizes including money off airport parking and exclusive red carpet movie screenings at VUE cinemas.

“As a brand, we’re all about adding value to our shoppers’ experience and Love Cravendale does exactly that,” said Cravendale brand manager Sophie Macauley.

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