The Redheads Summer Promotion aimed to increase trial and sales of their Natural BBQ Charcoal products, while also building their audience across social media platforms; facebook, twitter and instagram.
Considerations for the gift with purchase product: Offer a ‘desirable’ free gift with a BBQ theme and a perceived high value to incentivise customers to purchase multiple Redheads BBQ products in one transaction.
The promotional product needed to fit the Redheads brand ethos of quality and trust. Gift with purchase product offers need to have enough appeal/value to overcome the additional effort and delayed gratification that is the nemesis of redemption offers.
Arid Zone created an appealing, branded BBQ utensil kit complete with a portable carry case, branded laser engraved Spatula, Fork & Tongs in a Redhead gift box.
Digital redemption for the gift was enabled through facebook, allowing Redheads to promote the offer on pack and in various retail outlets.
Results: Actual sales doubled the original target, additional consumer engagement via likes, shares, comments, posts to the Redheads facebook page.