LEGO® and Central Lechera Asturiana, two brands with a similar vision about children’s healthy growth, have announced the beginning of a collaboration that will promote the knowledge and preservation of natural sources of healthy food and children’s intellectual, creative and physical development.
This collaboration will unfold in unique and interesting initiatives during 2020 that will promote the goodness of the environment where Central Lechera Asturiana products come from and the benefits of good childhood nutrition among consumers. At the same time, LEGO’s fundamental values are promoted that are so important for children’s development, such as family play time, problem solving from a creative approach and learning from imagination and fun.
LEGO and Central Lechera Asturiana will therefore begin this December by celebrating Christmas with all consumers in a very special way: all whole, semi-skimmed, skimmed and 0% milk will include a fun and Christmas-themed LEGO graphic, in four different images, which will be available in shops and supermarkets from the beginning of December.
A joyful Christmas greeting that also comes with an opportunity to receive a great gift for these dates. A consumer promotion will be launched to enter into a draw to win one of five trips to LEGOLAND by purchasing milk packs. The trip is for the whole family to visit the first of the theme parks that the toy brand has opened in recent years that is located in Billund (Denmark), the town where LEGO’s history began. The trip includes flights, accommodation at LEGOLAND Resort, entry tickets for the park and visit to LEGO House, a 12,000-square-metre experiential house with 25 million LEGO blocks.
With this collaborative campaign, both brands seek to convey the principles and values by which they enjoy great recognition and reputation (according to the REPTRAK Study, LEGO occupies second place in the world rankings and Central Lechera Asturiana is the Spanish brand with best reputation according to the study in Spain). Such values include the commitment to natural products, healthy nutrition and caring for the environment in which Central Lechera Asturiana operates, and LEGO’s approach to childhood development through game dynamics that stimulate creativity, a skill that will accompany children throughout all stages of their life, providing solutions to problems and encouraging innovation and developing critical thinking, skills that are considered vital to achieving success in the future.