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Success Stories: Dare Foods/The Lord of the Rings Trilogy
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Your Quest for Great Snacks Starts Here - Centre Header Cards |
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The Objective: Dare Foods, Canada’s second largest cookie, cracker and fine breads manu- facturer, needed to breakout of the traditional seasonal promotion mold, with both consumers and trade. |
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The Solution: Sales Promotion Services secured category exclusive access to The Lord of the Rings Trilogy (DVD/VHS releases for The Fellowship of the Ring, The Two Towers and Theatrical release The Return of the King) |
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The initial
campaign, The Lord of the Rings: The Fellowship of the Ring
was launched
early August 2002,
coincident with traditional Back-To-School retail promotional activity
Sales
Promotion Services developed
and managed the complete promotion execution –
including securing contra based
consumer prizing.
The follow-up campaign, The Lord of the Rings: The Two Towers, was
launched in
late August 2003,
providing a further boost to Dare’s in-store presence with the DVD
release
tie-in. An “Instant Win”
in-pack instant win contest provided consumers with
an immediate incentive to
purchase.
The final campaign, The Lord of the Rings: The Return of the King,
provided Dare
with a direct link to the
theatrical release, capturing the heightened consumer interest
in this December
2003 opening, through
an Online Instant Scratch ‘N Win Game.
The Results
The Fellowship of the Ring
campaign established new sales records for Dare during
the promotion
period, with this non-traditional Back–To–School program.
Based on the results from The Fellowship of the Ring, Dare
exercised its option to
execute a tie-in
to
The Two Towers and achieved even higher sales in BTS, 2003.
The
final episode, The Return of the King, achieving significant
online participation,
while driving
a double digit sales increase.
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PROMOTION # 2 |
PROMOTION # 3 |
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Go To Success Stories: Eaton Credit Corporation - Best Customer Rewards Program
Go To Success
Stories:
Trident & McDonalds - National Sampling Program
Sales Promotion Services can help you find the
right entertainment property
solution for you. Contact us through the links above or
Toll Free 1-877-885-0989
© 2008 Sales Promotion Services Inc.
