Rewards for eating biscuits
July 26, 2010 by Gareth
McVitie’s will be launching a consumer collect and reward scheme based around their biscuits, such as Jaffa Cakes, for consumers to be rewarded for their loyalty to their brands. The scheme, which will be called the ‘McVitie’s VIP Club’, is their first ever consumer scheme of its kind and aims to give something back to their consumers for choosing their brands.
The rewards will be in the form of other tea break treats and there will be unique consumer codes printed on the side of McVitie’s packs. Customers will be able to enter the unique codes onto a newly launched McVitie’s website and build up their rewards. It is a clever way to try and drive further sales and the new scheme will be supported by a strong marketing campaign that will include some consumer PR activity, as well as an advertising campaign on television.
Although the advertising will drive awareness, point of sale marketing materials at the supermarket will still form an important part of the marketing push as this is the last message consumers will see before deciding to purchase. It is important for even a well established brand such as McVitie’s to have a strong point of sale presence and other brands should be mindful of the importance of this last message prior to purchase.