Product category:
Integrated marketing
News Release from: BD-NTWK
Edited by the Marketingservicestalk Editorial
Team on 21 May 2007
BD-NTWK creates loyalty promotion for
Lurpak
Award-winning agency BD-NTWK Scotland has created an 'in-pack' free prize draw loyalty promotion as part of a new Lurpak integrated marketing campaign, including TV advertising.
The promotion for Lurpak is an updated version of a previous tie-up with Dualit to give away stylish sets of the gourmet kitchen appliances worth over £500 Weekly prize draws will run from the end of May through to November and will be communicated via promotional foils in packs during that period across Lurpak Spreadable and Lighter brands
This article was originally published on Marketingservicestalk on 4 May 2007 at 8.00am (UK)
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The aim of this campaign is to recruit and retain loyalists of Lurpak by boosting its gourmet brand values launched within the 'Good Food Deserves Lurpak' TV repositioning campaign, which first aired in April.
Louise Hodgson, BD-NTWK Scotland account manager, said: "Dualit is an excellent partner for Lurpak as we share the same brand values and similar target audiences - our products are for people who appreciate finer quality food, enjoy cooking and believe the best way to create good food is by starting with the best possible ingredients.
"By having the promotion advertised on the innerfoils, the campaign rewards those who buy and encourages brand loyalty.
"Our earlier campaigns proved the effectiveness of promotions advertised on the innerfoils of Spreadable and Lighter products as a mechanic for encouraging brand loyalty.
"We have developed this concept further into a campaign that takes advantage of the URN facility, which offers a chance to win every week, and drives consumers to the web".
Consumers will be directed to the Lurpak website where they can enter their code, and remain entered for all successive draws.
The six-month campaign will feature a range of foil designs to run across the whole Lurpak product range - Spreadable Unsalted, Spreadable Slightly Salted, and Lighter.
New innerfoil designs will be introduced throughout the length of the promotion to hold consumer interest.
Prize winners will receive a Dualit hand blender, four-slot toaster, hand mixer and a DAB kitchen radio.
One will be given away every week between 25 May and 16 November 2007.
Each week five runners-up will win a hand blender and mixer set.
The integrated marketing campaign also features heavyweight door-drop activity and upweighted price promotions in-store.
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