Valassis coupon services promote cereal bar

Northumbrian Fine Foods has selected coupon services from Valassis to promote its fair-trade product Geobar in 'Cosmopolitan' and 'Good Housekeeping' magazines.

The coupons will give GBP0.30 off any product in the Geobar range and are redeemable in all major supermarkets.

Robert Young, marketing executive at Northumbrian Fine Foods, said: 'Research commissioned at the end of last year showed that consumers were increasingly price-promotion sensitive, browsing among and purchasing cereal bars that were on promotion and not giving the full fixture their complete attention.

'Putting Geobar on promotion would put the product back onto a competitive footing with other bars on promotion at any given time.

'We felt that coupons were a cost-effective way of delivering a promotion direct to the consumer.

'With the coupons appearing in magazine chequebooks, they also act as adverts.

'While not every consumer who sees the page with the coupon on will remember to redeem it, they might remember having seen it when shopping and focus their attention on Geobar,' he added.

The coupons in 'Cosmopolitan' and 'Good Housekeeping' are valid from 6 June until 30 September 2010.

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