IOGO Promotion Puts a Twist on Gift with Purchase Programs

As I was completing my weekly online store check on Shelfgram this morning, the pictured IOGO yogurt aisle blade sign grabbed my attention. Initially, the blade’s design with its well-balanced blend of colours and big, bold $10,000 call-to-action attracted me to read more. The same way, I suspect, it catches the attention of a shopper in-store.

Expecting details of a receipt upload contest to follow, I was pleasantly surprised to discover the unusual approach that combined two sales promotion tactics: a gift with purchase and instant win. Specifically, if a consumer buys 2 participating IOGO products and uploads the receipt they will earn a free snack bag. The intriguing twist? One of the bags contains “golden ticket” — a hidden $10,000 prize — an innovation I do not recall seeing before.

And if the GWP / instant win are not enough to drive sales conversion, IOGO further entices shoppers with an instant redeemable coupon (IRC) offering a discount of $1.50.

To recap:

* Free gift with purchase
* A chance to win $10,000
* Save $1.50 now

I like this promotion as it taps into the insight that a significant number of Canadian shoppers are actively seeking out discounts and promotions when shopping for groceries (6 in 10 according to a recent Caddle research study). While the effect of the $10,000 prize on the redemption of the free snack bag offer remains to be seen, it’s an exiting addition that could potentially increase consumer engagement. Despite traditionally low participation rates in receipt upload offers and contests, perhaps this substantial prize could be a game-changer that boosts involvement.

Well done Aliments ULTIMA Foods inc. and agency!

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The Caddle research can be found here: https://shorturl.at/w2c8j