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Promasidor Algeria launches the Loya Trade and Consumer Co-operative Campaign

Promasidor Algeria's leading milk powder brand, Loya, has blown out its candles for its first ten years of existence and a leading position in the market. To thank both consumers and retailers for their loyalty, a big trade and consumer co-operative campaign has been organized, with both consumers and traders winning prizes in pairs.

Promasidor's retail network – some 25 000 points of sale - is used as a media platform to reinvigorate the interaction between the Loya sales force, traders and consumers. By purchasing (and thus selling) Loya milk, both consumer and retailer have a chance to win a car, a scooter or a mobile phone. In total 5 cars will be given away to consumers together with 5 vans to the retailers and another 10 scooters and 100 mobile phones.

The media coverage of the campaign, covering a period of no less than three months, will be impressive: the campaign will be communicated via 375 billboards, a radio spot in Arabic, French and Kabyle, with 450 programmed spots, and 22 publications in the press. The campaign will be one of the biggest post-Ramadan campaigns organized on the Algerian territory, affirming, once again, the leading position of the Loya brand.

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