The strategy in a sentence:
Partner with Delvieroo to deliver free Cold & Flu care packages, packed with; ginger tea, hot chocolate and of course Dimetapp.
This one hurts. We had sold this idea in to Pfizer (owner of Dimetapp) and then their budget was cut in half. So we went back and sold it in again. Then Pfizer was bought out by GSK and all marketing was suspended. It's a cracker of a strategy, I think it would be incredibly disruptive and have massive earned media potential.
I'll be fighting for this one the next time I'm writing a strategy for a cold and flu brand.