A quality product deserves a quality prize

The Brief

Welsh Lamb wanted to grow sales by encouraging trial by purchase, increase traffic to their website and differentiate their product from that of their competitors ie. New Zealand Lamb. We were commissioned to create and manage an on-pack promotion that used their established branding and values.

The Action

We ran a ‘money-can’t-buy’ on-pack promotion in partnership with luxury holiday rental company Sheepskin. The winners received a tailor-made weekend at a Brecon Beacons farmhouse, with a special menu conceived and cooked by celebrity chef Luke Thomas. 60 runners up received hampers, full of artisan Welsh produce.

The promotion was applied to 1.5 million packs, across 5 British retailers. The flash sticker comprised a 6 page fix-a-form that was both arresting and informative. It was integrated with a social media campaign, with regular Facebook posts and a YouTube advert spreading the message even further. Wide press coverage gave consumers more than 160 million opportunities to see key messages during the promotional campaign.

The Results

Sales, brand awareness and website traffic all increased, with the latter seeing more than a 350% surge as a result of the campaign.