With a squeeze on finances and the removal of promotional pricing, shoppers were shifting out of branded butter in favour of own-label. In order to add value to the shopper and drive the rate of sale during the key Christmas period, Dromona needed help creating a standout on-pack-promotion… Enter Activation!
The cost of living crisis here in the UK and Northern Ireland (yes, we’re sick of hearing about it too) meant that Christmas time looked a little different to usual. With shoppers seeking value where possible, what better way to entice them to add Dromona to their baskets than with an instant £1,000 up for grabs?!
We created an exciting Christmas-themed promotion centred around unwrapping joy!
This was brought to life on shelf with a ‘golden ticket’ style promotion, where 5 lucky shoppers were in with a chance of winning £1,000 instantly by finding a special Christmas gift-wrapped pack hidden inside their block of butter!
For those Dromona shoppers who weren’t lucky enough to find a winning pack, we were also giving away 10 weekly Dromona foodie hampers, each filled with quality, local ingredients to make delicious festive treats and more. Afterall, Christmas time is all about the food!People were asked to head to our microsite and enter their details for a chance to win. Lucky pack winners were asked to enter their unique code to claim their prize and foodie hamper ‘wins’ were decided via a clever random algorithm created by our very own ProMotor platform.
The results were impressive, and overachieved our projections, with an average weekly uplift of +56% versus the period before the activity! Not to mention some seriously happy winners too – You butter believe it!