Premier Foods is using web-based coupons to support the £9 million through-the-line launch of a new Thai range for its Sharwood’s brand.
It has partnered with digital solutions company Couponstar to use the technology of its Bricks platform, which allows people to print off coupons from the internet.
It fits within Sharwood’s new website, which was developed by digital marketing agency Code Computerlove, and will be used to encourage people to sample the new Thai range.
Andrew Davenport, client services director at the agency, said: “Despite its strong position at the forefront of the Asian food market, Sharwood’s recognised enormous growth potential in the Asian, Chinese and Indian meal categories, and wanted to capitalise on this by educating and inspiring its customers through exciting new features on a redeveloped website.
“Couponstar’s technology provided a real solution in support of the Thai launch, giving customers an incentive to visit and register with the website while rewarding them for their engagement, increasing brand awareness and promoting the brand new Thai range.”.
It made 10,000 coupons available to registered customers for a period of two months, with promotion of the campaign being limited to the Sharwood’s website and supportive email to heighten the chance of reaching consumers who were likely to remain loyal.
Davenport said it had achieved an ”astonishing” redemption rate so far of 25.7 per cent.
“Couponstar’s unique technology facilitated a controlled distribution of an important promotion that is fully trackable,“ he said. “The ability to track and measure the success of a promotion at every point, from click through to the number of consumers opting to print a personalised voucher and, via grocery retailers, those then redeeming the voucher in store, really sets Couponstar apart from the crowd.“