Complan promotion urges people to 'get up and go'

Consumers of Complan, the UK's number one vitamin and mineral fortified dietary supplement, are being encouraged to 'get up and go' in an on-pack promotion through Fresh Rewards this summer.

The campaign is due to go live in all major multiple retailers, plus chain and independent chemists, throughout the UK, in June 2007 and will be featured on 500,000 of the brand's multi-sachet packs.

This promotion follows Complan's rebranding and new packaging launch in late 2005 - created to add some energy and a sense of fun to the brand.

This sales promotion initiative was developed and is being administered by Fresh Rewards, in partnership with Oxford-based Marketing Team Direct, who devised the creative concept, the artwork for the on-pack fix-a-form and worked with Fresh Rewards in developing the redemption strategy.

Consumers simply collect proof of purchases to claim one of the five incentives that have been sourced for the campaign by Fresh Rewards: collect two proofs of purchase - consumers can claim a packet of parsley seeds and £5 Mr Forthergill's seed voucher; collect three proofs of purchase - consumers can claim two for the price of one entry to an English Heritage attraction, a free kids swimming lesson or a free kids dance lesson; collect six proofs of purchase - consumers can claim two nights' bed and breakfast for the price of one at one of over 60 Old English Inns hotels.

Will Abbott, UK Commercial Director, said: "In 2005 we created new packaging to reflect how Complan can make consumers feel - injecting some personality and fun into the brand and moving away from its rather conservative image.

"In our first on-pack promotion initiative for five years, it was important that the 'Get up and Go Great Big Giveaway' reflected the new branding direction, encouraging Complan consumers to feel good and get the most out of life.

"While our core consumer base is the over 50s we wanted to offer incentives that would appeal to a wider target audience - thus the choice of activities ranging from the gentle pursuit of cultivating herbs to a discounted weekend break.

"As well increasing brand visibility at point of purchase, adding value and rewarding loyalty we also wanted to encourage repeat purchase.

"As with any collector incentive scheme the incentives not only need to be desirable but they also need to be obtainable too.

"Claims for the incentives can be made up to the end of August 2008 and the vouchers are valid until the end of November 2008 giving consumers ample time to be able to enjoy one - or more - of the varied offers.".

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