Case study — Thorntons
Upfront were tasked with delivering an on-pack mechanic, exclusive to Tesco, using the Tesco variant of the ‘Classics’ box.
The initial challenge was to ‘add value’ to the box and provide shopper engagement.
Although the Thorntons Classic Collection has been the number 1 selling inlaid selection box on the market for the past 3 years, there was a perception that people were becoming tired of the box and that Thorntons needed to inject some newness into the product to keep it fresh.
The proposition put forward by Upfront was to run a tiered competition promoted via a sticker on the front and a flyer inside the box. The competition was then executed via a website, consumers were directed to it from the flyer, to enter a unique code. Winners for hampers were then selected, at random, on a daily basis and notified via email of their prize.
The promotion ran across 800,000 boxes and we saw over 100,000 people enter this competition over a 4 month period - a staggering 10%+ redemption rate!