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Tilda to offer free cinema tickets in on-pack voucher campaign

by James Quilter, Promotions & Incentives 18-May-09, 14:20

LONDON - Basmati rice brand Tilda is planning to give away cinema tickets as part of its latest on-pack promotion.

The rice brand has signed a deal with Cineworld offering a free ticket with every pack. Marketing support for the promotion will include TV, radio, press, digital and in-store point of sale.

Tilda's decision to create a cinema-related promotion bucks the current trend among food brands to create promotions around either cash or family-related outdoor activities. However in these difficult times cinema is proving to be a winner with consumers.

Figures released by the Film Distributors Association UK in March show admissions rose 1.1% to 164.2m in 2008 with box office takings rising 3.7%. Cineworld's own taking rose 19% in the 17 weeks preceding April 17.

This is not the first time the rice brand has rolled out a film-related promotional campaign. In 2007 Tilda ran a Bollywood on-pack promotion allowing consumers to redeem vouchers for DVDs and CDs.

Tilda brand manager Dilip Srinivasan said: "In the current tough economic climate successful brands have to constantly add genuine value to consumers. A night out at the cinema is an appealing way to target shoppers."

Comments

Mark - 18/05/2009

"Tilda's decision to create a cinema-related promotion bucks the current trend among food brands to create promotions around either cash or family activities". Surely it's very much a family activity? And for the slight upmarket leaning of cinema attendance / home-cook rice consumers, a very good fit at that. And more imaginative than the mum-aimed cookbooks and branded aprons a lot of other brands churn out.