Leerdammer Sandwich Box – Instore Campaign
A success story for an Instore Gift With Purchase
Leerdammer Sandwich Box
To provide a solution for a sandwich box that could be made to order and would fit the perfect Leerdammer sandwich. Leerdammer wanted to transfer the lunchtime sandwich into something special by allowing you to take your Leerdammer sandwich with you anywhere!
Lunch Boxes, snap/type of closure. Size: need to be 4¾" L x 5¼" W and be sealable
Must comply with all UK food safety standards
Produced in a split of 3 colours – embossed or printed 4 colour process
Initial run of 15,000 pieces with run on of 5000 pieces
Mechanics of promotion:
Running across packs of Leerdammer Original and Light Slices, the on-pack was live from the first week of July across all retail channels and will run through until the end of August. Consumers were invited to enter two codes from the on-pack label onto www.leerdammer.co.uk, to then be sent their own Leerdammer lunchbox
Drive sales – objective
The promotion aims to emphasise the brand’s credentials as a filling for sandwiches.
More than four out of five consumers eat cheese sandwiches, while 26% of consumers use cheese in their packed lunch the brand’s core usage occasion.
Research also shows that almost four in 10 consumers bring lunch from home at least two to three times a week – in part a result of the economic climate.
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