Success Story - Warburtons

Client

In 2009, Lunch was on Warburtons! As more people than ever were packing a homemade lunch, Warburtons integrated an online printable-coupon programme with an on-pack promotion. With seven partner brands; Heinz, Walkers, Birds Eye, Princes, Muller, Anchor and Weight Watchers, Warburtons offered consumers over £20 million worth of coupons.

Business Problem

The campaign objectives were three fold:

• To reward Warburtons loyal customers.
• To demonstrate empathy in current economic climate.
• To deliver ‘stand out’ on-pack promotion and enhance consumer engagement.

Solution

The promotion was communicated on-pack and consumers were driven online to enter their product ‘batch code’ and register. Consumers were then randomly provided with their prize, either £100 to spend on lunch, a free product coupon or a money off coupon. Entrants were able to securely print their coupon themselves at home or at work to redeem offline in-store or if they didn’t have a printer they were sent their coupon by post.

Benefits

“Couponstar’s technology allowed us to offer a solution to fulfil our campaign objective of easily rewarding consumers with a variety of direct money off coupons from their favourite lunch time brands. These coupon were awarded through entry via our Microsite with a proof of purchase from one of the promotional packs in-store. We are looking at including Internet printable coupons as part of next year’s marketing activity.”

Heather Boden, Warburtons Brand Manager