Kerry Foods have been running Homepride Flour on-pack collector schemes for many years with great success. With Christmas 2002 on the horizon, they wanted to reward Homepride Flour customers further and decided that something in addition to the standard collectable items was needed..
Solution
A limited edition glass chopping board was chosen. The boards would include a picture of Fred, the famous Homepride Flour character, and each board would be numbered. It was decided that there should only be a limited 500 available and that the pack creative would clearly state 'first come first served'.
A combination of tokens collected from promotional packs and payment was required
for the item.
A PO Box address was used for applications.
MRM Service Provision incorporated the following:
- Receive, open, sort and validate applications
- Receive and securely store stock and packaging
- Data capture of consumer details
- Banking services
- Pick, pack and despatch of products
- Application reports and analysis
- Stock reports
- Full consumer services including handling of non-valid claims and managing 'out of stock' letters.
Results
The promotion was a definite success and the limited edition chopping boards flew out. It was decided that should a similar promotion be run, a higher number of items would be available. Furthermore, the 'add on' promotion raised additional interest in the standard collection scheme ensuring more applications than ever!
