Feasters, a leading name in the microwaveable snacks market, is working with cutting-edge customer relationship management and unique code marketing company, Hive, in an exclusive year-long on-pack marketing promotion. The promotion, running through ASDA stores nationwide, gives consumers the chance to win a brand new car every month of the year.
Feasters, known for its range of burgers, hot dogs, baguettes and panini’s, produces over 33m microwaveable snack products a year, using only quality assured meats. The microwaveable snacks market is now worth £91.2m* and Feasters commands some 38% of that market, worth £35.4m.
Unique codes will be found on promotional packs of Feasters’ snack products within all ASDA stores throughout the year, giving shoppers the chance to win a Ford Fiesta Studio car with a year’s insurance (up to £1,000) every month, in a free prize draw. Each unique code will give one entry and there are also 52 Ferrari driving experiences to be won, one for every week of the year.
To enter the prize draw, consumers input their on-pack unique code into the dedicated promotional website, created and managed by Hive - www.feasters.com/car. Hive then captures the consumer data, houses the prize draw, validates the unique codes as proof of purchase and manages the prize draw details. When a website account is created by the consumer, the data entered is stored, and every time they enter a new code, an entry is registered against their account for both prize draws.
The consumer data insight captured, including demographic, purchasing and behavioural data, then enables Feasters to develop timely and relevant relationships directly with its customers. This creates a virtuous loop, where enhanced data leads to better understanding of consumers, enabling greater engagement, which in turn generates more data. In this way, brands can effectively adapt to changing consumer behaviour and increase frequency of purchase.
Susan Smale, Marketing Manager for Feasters, said: “We are really excited about this fantastic promotion, which we believe focuses on the key USP of our product: ‘the feed for speed’. Our aim with this campaign is to maintain existing customer loyalty, while acquiring new customers using Hive’s unique platform and the potential of winning a fantastic prize. Everyone who buys our product in ASDA has a real chance of winning.”
Jonathan Jackson, Managing Director of Hive, said: “The Hive platform has a proven ability to fuel marketing campaigns and shape customer behaviour through secure, encrypted unique code marketing. The on-pack codes and potential of winning a prize, drives consumers to purchase, while incentivising away from the till. This gives Feasters direct ownership of the consumer relationship. Our data shows that this, coupled with the ability to differentiate messages, can increase sales of products by over 48 per cent.”
The promotional campaign will also be supported by a range of other activities including, car park poster sites at ASDA’s top 100 stores, in-store sampling and a dedicated PR campaign.
