Fresh approach to promotions

A fresh approach to a 'try me free' promotion is now offering an extra tasty treat for shoppers.

Denny Bros has been working in partnership with specialist in unique-code marketing Hive on a promotion for the Saucy Fish Co, which encourages consumers to try a new fresh fish idea for free.

Hive chose 'fix-a-form' as the promotional mechanism for delivering the 'Try me Free! Claim £5 Back' offer running on packs of fresh tuna with sweet soy and chilli sauce. The 50mm, four-page leaflet label includes a unique random code which allows purchasers to claim 500 points to go towards one of three treats. Over 24,000 'fix-a-forms' were printed for the promotion on fish and sauce combinations.

"The promotion uses a strong alternative to a traditional discount at the till," said Hive's Keran Turakhia. "Discounting can be an effective sales driver, however, coupled with devaluing the product, it is commercially expensive as the brand has to pay to give everyone a discount when the majority of consumers would be prepared to pay the full price."

Contact: Denny Bros