Coupon campaign hits 40% redemption in two days
A
Valassis product story
Edited by the Marketingweek Marketplace editorial team
Feb 20, 2009
Valassis has announced that St Helen's Farm experienced 40 per cent redemption in its first-ever coupon campaign in the first two days.
Having signed a contract with Valassis in 2008 to receive coupon-handling services, St Helen's Farm ran its first-ever coupon campaign in the Daily Mirror in November 2008 and has also reported a redemption level beyond its expectation.
St Helen's Farm offered readers a free carton of fresh goats' milk to the value of GBP1.34, to be redeemed in a Sainsbury's or Tesco supermarket stocking the product.
The coupon drove 40 per cent of the people who redeemed the coupon to buy the product within the first two days, demonstrating the emotional impact of coupons on consumers.
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