NEW ROWNTREE’S PROMOTION HOPES TO BOOST NEW YEAR SALES
From 30th January, Rowntree’s will roll out its new Red Ones promotion.
Giving four consumers the chance to win £10,000 by finding all red sweets in their pack, Rowntree’s Red Ones will be available across Rowntree’s Randoms, Rowntree’s Fruit Pastilles and Rowntree’s Sour Pastilles.
Packs included in the promotion will be flashed with the question “Is this full of Red Ones?”
What’s more, for those not lucky enough to win £10,000, there are still thousands of chances to win online.
All consumers need to do is enter the special code in their pack on the Facebook page and they could be in with a chance of winning a further ten £1,000 prizes, or one of 10,000 packs of Rowntree’s impulse lines.
The Rowntree’s Red Ones promotion is also supported by a £4m media campaign, including T.V., outdoor and digital activity.
Rowntree’s Red Ones is the first confectionery augmented reality promotion to be marketed on pack.
Created using Blippar’s state of the art technology, consumers can use the augmented reality to enter the prize draw.
Rowntree’s Red Ones has been launched now in a bid to help sweeten sales after the Christmas season.
And, with research showing that the fruit sugar segment of the singles category grows rapidly after Christmas, this promotion is placed to bring incremental sales to stores.
The Rowntree’s brand, which broke through the £100m mark in 2011, is in good health.
Worth £102m and in growth by 18% the brand’s iconic Rowntree’s Fruit Pastilles is the number one fruit sugar single, and the Rowntree’s Randoms is number two.
Also, as the number one selling sours line since its launch in April, Rowntree’s Sour Pastilles has proved popular, worth £3m YTD.
Graham Walker, Nestle UK Trade Communications Manager said:
“With attention turning to sugar confectionery after the Christmas period, what better way for retailers to boost sales than with Rowntree’s Red Ones promotion?
“Available across three of the category’s most popular and iconic lines, Rowntree’s Red Ones offers a motivating prize fund.
“With four £10,000 prizes up for grabs at a time when consumers are feeling the pinch, retailers should create engaging in-store theatre to maximise sales.”
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