ing free personalised photo gifts as part of its latest on-pack promotion to drive sales of the McCain Smiles and Mini Jackets products.With the choice of a British-made melamine plate, bowl, cup or coaster, consumers can have their selected item personalised with a photo of their child’s smiling face, in exchange for two unique codes from the promotional packs.
The promotion is running across 5 million packs for eight months from 31st March and includes the McCain Smiles 454g and 600g formats as well as the Mini Jackets 400g pack.
McCain is confident the activity will further drive penetration and give shoppers an incentive to buy.
This year’s on-pack activity follows the success of the Ladybird Books and Crayola promotions in 2012 and 2013 on the Smiles range, the latter of which saw redemption of 198,000 Crayola items.
This resulted in increased penetration, bringing new shoppers into the product.
Mark Hodge, McCain Foods marketing director, said:
“We are in a climate where consumers and shoppers are increasingly seeking out additional value.
“On-pack promotions can play an important role in delivering greater value at the point of purchase and engaging shoppers with the brand.”
“Following the success of previous McCain Smiles on-pack promotions, we are anticipating a strong response to this activity because it offers consumers great value and will help drive incremental sales by capitalising on the personalisation trend and offering mums something completely unique.”
McCain Jacket Smiles and Mini Jackets are available from all major retailers.
McCain Smiles are £1.60 for the 454g pack and £2 for the 600g format. McCain Mini Jackets cost £1.50 for a 400g pack.
