PromoVeritas Strings & Things Gift With Purchase Promotion

Kerry Foods came to us seeking a gift with purchase promotion that would unite a wide range of both established and newer cheese and yoghurt snacks, tying in with their distinctive purple and yellow branding so that shoppers would be encouraged to buy across the range and try out their new products.

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A Gift With Purchase (GWP) promotion is an effective way of driving sales and rewarding customer loyalty by adding an element of delight to their experience with a brand. Due to the target audience and the timing we proposed that the free gift be a ‘Back to School Lunchbox’ that would tick all the boxes in terms of theme, cost, practicality, and attractiveness – and ensured long term branding in the home.

Our key communication was the pack – the offer message needed to stand out instantly and get parents collecting. Millions of packs of Strings & Things were produced featuring the promotion and inside each pack was a unique code that we supplied. Our digital team built a fun and engaging microsite that was seamlessly embedded into the Strings & Things website.  Here entrants could create an account and then add their packs’ unique codes as they purchased them.

From the initial design, including the fun stickers, to prototyping, to scale production and shipment, our team had to deal with operating during a pandemic, delays, and rising cost for freight, both sea and air, and printing to a set standard.  It was worth it – the lunchbox was an instant lockdown hit. Senior Band Manager, Steph Allen had to say: “This campaign exceeded expectation and more than hit our redemption rate target”.

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