Promotion works - Andros UK

Promotions & Incentives 04-Jun-08, 10:00

Brand: Bonne Maman
Client: Andros UK
Budget: Undisclosed
Agency: Bullet

Timing: February to March 2008, with a specific focus on Valentine's Day and Mother's Day

Objectives: Andros UK wanted to increase the frequency of sales for Bonne Maman conserves by raising brand awareness and appeal at the point of purchase. It sought to build a strong "brand" platform by affirming Bonne Maman's premium market positioning and stylish credentials.

Strategy: Research into the retail environment highlighted a need to challenge promotional mechanics and techniques in-store in order to gain visibility on shelf. Agency Bullet developed a promotion that used both Valentine's Day and Mother's Day as occasions to leverage Bonne Maman with relevant activity.

Jars of Strawberry and Wild Strawberry Conserve offered a free heart-shaped cutter on pack with an invitation to "spread a little love". The promotion's theme was showing someone you care, which reflected the traditions and values of the Bonne Maman brand. The on-pack activity, supported by advertising in consumer magazines and national newspaper supplements as well as an active PR campaign, was a first for Bonne Maman.

Results: The promotion enabled Andros UK to enhance Bonne Maman's aspirational assets and to achieve an 85 per cent sales increase in Tesco on the day before Valentine's Day.