Greenvale, one of the UK’s leading suppliers of fresh potatoes, will be launching a cross platform loyalty campaign in Tesco, Booths and Ocado from this February. Aiming to increase sales and generate trial of their GreenVale All Rounder and Jacket Potatoes, GreenVale’s ‘Potato Pal’ loyalty scheme involves the collection of ‘Potatokens’ (unique codes) in order to claim a range of quality potato preparation and kitchen equipment.
The on-pack tokens are registered on www.greenvalepotatoes.co.uk/potatopals, where accumulated points are redeemed for rewards including potato mashers, chippers, ricers and peelers. Participants will also be incentivised to share the promotion with friends via social media.
GreenVale has also developed a sophisticated CRM system in order to maintain consumer enthusiasm for the promotion – emails, weekly prize draws, recipes and ‘potato’ tips will encourage participants to keep collecting and redeeming points, and to share the promotion with social media contacts.
Tracey Mattock, GreenVale’s marketing manager comments, ‘This type of direct communication with shoppers is a new venture for GreenVale. We are extremely excited about the potential the Potato Pal scheme holds not only in terms of increasing awareness, trial and purchase of our branded potatoes, but also as an fun and attractive format to extend our social media presence.”
To be launched to consumers in the March edition of Tesco Magazine – where 10 ‘starter’ points will encourage initial sign up – The Potato Pal campaign has been promoted from 20th February.