The with all the right ingredients. The offer aids a real usage occasion, it’s complementary to the product and, importantly, based on a sensible and scalable customer insight: 90% of biscuit consumption features a drink.
Entry is kept simple and allows respondents to participate by uploading their own photographs to personalise their mug. I assume that both Snapfish and Burtons will benefit from sharing the ensuing customer data, making this an ideal win/win promotional partnership.
Finally, the value of the premium at £7.99 makes it a no brainer proposition for the consumer and the brands where the offer is featured are firm favourites rather than the less popular products in the range.
In the background, the ongoing relationship of national heritage brands like Burtons and Cadbury’s can only enhance the place they have in the nation’s affections.
I did a little of my own desk research to test out this hypotheses and discovered message boards with ex-pats yearning for Cadbury’s Digestives as if they were an illicit drug and UK chat rooms discussing the merits of biscuit dunking in tea or coffee and how various brands fare. This cursory look has convinced me that this promotion has hit a rich seam.
I can see a logical extension into trade, using the additional insight that workers are territorial about their mugs in the office and I would expect that the promotion has longevity with the possibility of offering seasonally themed mugs at different times of year – once the promotion is proven, this is one that could run and run.
The only fault I can find with the idea is for older consumers who may not have internet access or the technical savvy to enter online codes and upload pictures, but they can always delegate that to their grandchildren, who would enjoy the challenge (and the biscuits).
What appears to be a simple promotion is, in fact, a very clever one. So, top marks to all involved. It proves how powerful customer insight driven marketing can be and that a simple entry mechanic offers the best chance of a strong response. This should be a case study for students of sales promotion as it ticks so many of the right boxes.
Promo score: 9 out of 10
Agency: The Big Kick
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