Greenvale
Unit sales have increased by 36.2 per cent year-on-year, and value sales are up by 18.1 per cent y-o-y thanks to ‘Potatokens’
Greenvale is celebrating what it claims to be an outstanding response to its current current ‘Potato Pals’ interactive initiative in retail stores.
Launched in February 2015, the aim of the cross-platform loyalty campaign in Tesco, Ocado and Booths has been to increase sales and generate trials of Greenvale’s branded All Rounder and Jacket Potatoes ranges.
The ‘Potato Pals’ loyalty scheme involves the collection of ‘Potatokens’ in order to claim a range of potato preparation and kitchen equipment.
Figures from grocery research bodies Nielsen and Dunnhumby show that unit sales have increased by 36.2 per cent year-on-year, and value sales are up by 18.1 per cent year on year.
Greenvale also developed a CRM system in order to maintain consumer enthusiasm for the promotion – emails, prize draws, recipes and potato usage tips have been deployed to encourage participants to keep collecting and redeeming points, and to share the promotion with their social media contacts.
According to the potato giant, this activity has generated over 3,500 Facebook ‘likes’ to date, and the highest ever number of unique visitors to the Greenvale website since its launch in 2012.
Tracey Mattock, Greenvale’s marketing manager, said: “This type of direct communication with shoppers was a new venture for Greenvale, and we are absolutely delighted to be delivering sign ups and entered codes above all expectations – between 200-400 per cent on a number of measures – plus the highest repeat rate in the last 12 months.
“The ‘Potato Pals’ scheme was designed to be a fun and attractive mechanism to extend GreenVale’s social media presence and to increase awareness, trial and purchase of our branded potatoes – and it is proving to be a fantastic success on every level.”
The scheme runs until August 2015
‘Potatokens’ on packs of branded All Rounder and Jacket Potatoes will be redeemed for potato preparation equipment
Potato supplier Greenvale is launching a loyalty campaign that allows shoppers to exchange ‘potatokens’ for potato preparation or kitchen equipment.
The ‘Potato Pal’ loyalty scheme, set to run at Tesco, Booths and Ocado, aims to boost sales of GreenVale All Rounder and Jacket Potatoes.
The on-pack tokens are in the form of unique codes and, once collected, must be registered on the company website, where accumulated points are redeemed for products including mashers, chippers, ricers and peelers.
Greenvale said it expects to reach more than 12 million shoppers, and will maintain belief and enthusiasm for the promotion by encouraging participants to post on social media, weekly prize draws, emails, recipes and ‘potato tips’.
Tracey Mattock, Greenvale’s marketing manager said direct communication with shoppers is a new venture for the business.
“We are extremely excited about the potential the Potato Pal scheme holds not only in terms of increasing awareness, trial and purchase of our branded potatoes, but also as an fun and attractive format to extend our social media presence.”
The scheme officially launches to consumers in the March edition of Tesco Magazine – where 10 starter points will encourage initial sign up – and will be promoted from 20 February.