We gave Golden Wonder more punch per crunch
Trade Press Ads
Digital Trade Ads
Tayto, a long-standing Plum Ideas client, asked us to communicate Golden Wonder’s biggest ever on-pack promotion within the Convenience Sector.
22 million promotional packs of Golden Wonder were produced, each giving the consumer the opportunity to win instant prizes.
Our task was to make retailers aware of the promotion, drive them in to Cash & Carry to make a purchase and get them to promote the competition in their store.
INSIGHT AND SOLUTION
Independent retailers, selected from the Plum Ideas database,
who stocked snacks, were identified as the target market.
We branded the campaign: ‘Golden Wonder Supporting The Independent Retailer’ and a one-piece mailer which detailed the promotional mechanic, spend, support, category information as well as the reason to stock was developed, printed and mailed.
As a further incentive, the mailer provided the retailer with a personalised money off coupon which could be redeemed at the Cash & Carry against a case of promotional Golden Wonder packs.
The media we utilised to target the independent retailers was:
Trade press ads
Digital trade ads
The promotion was effectively communicated to all relevant retailers, in store - where the buying decision is made.
This resulted in a fantastic double-digit retailer response - with retailers redeeming coupons in C&C.
Using sophisticated segmentation and personalisation techniques
we were able to supply full analysis of results, for future targeting - identifying exactly which retailers took up the offer, geographical breakdowns and fascia performance.