On pack promotion
We were briefed to drive sales of Grant’s Whisky in Tesco using an on-pack promotion that would drive distinctiveness in-store and reinforce the at-home usage occasion.
In a highly competitive blended whisky market, the Grant’s team asked us to think about how we could make their ‘Triple Wood’ quality message stand out on shelves and encourage consumers to buy in Tesco.
We identified that a large proportion of Grant’s consumers were interested in sport and that whisky is mostly drunk at home together in small groups, meaning that the 2020 ‘Summer of sport’ felt like the ideal occasion to link the two together. This central thought directed us to focus our prize plan on ways to enhance the ‘togetherness’ of watching sport at home.
We created the ‘Triple Chance’ on-pack promotion, offering consumers three different chances to win prizes that enhance their at-home drinking experience – from TV bundles to a new sofa!
Even with the COVID-19 related changes to live sport, the ‘Triple Chance’ promotion offered relevant prizes for consumers at a time when they had a great need for entertainment at home.
On shelf in Tesco through April and May, the promotion offered consumers three chances to win, with daily prizes of Grant’s whisky glasses, weekly prizes of home cinema bundles and a top prize of the ultimate sports TV package (TV package, 12 months Sky TV and a new sofa!) – all designed to enhance the at-home drinking occasion.
In addition to developing the promotional idea and creative, we produced artwork for the neck collar and created the promotional microsite. Working with our brilliant prize and fulfillment partners, we also fulfilled prizes to hundreds of consumers.
The campaign was a success. It achieved a strong entry/participation rate, ahead of expectations, and achieved its objectives more than doubling the base rate of sale at Tesco!.