Having the courage of one’s campervan

I came across a promotion in our fridge this week. Win a traditional VW campervan with Yeo Valley Greek Style ‘Yeogurt’.  (Ha-ha.)

Also 100 Glamping Trips for runners up.

I got the gist immediately – I know exactly whom they’re targeting, and how it works for the brand.

Then I noticed the main headline actually reads: ‘Win 1 of 2 campervans or £25,000’.


How to build up a nicely structured little proposition… and then immediately drive a coach and horses right through it.