The Great Rewards Round Up
Anchor’s free-range cows had roamed so far from home that we decided to enlist consumers to help round them up – and lasso themselves some great rewards into the bargain.
Challenge
We needed to provide an effective foil to increased price promotion in the Butter, Spreads and Margarines FMCG category by introducing an added value activity that would recruit new users to the brand and reward loyal Anchor customers.
Solution
The ongoing Great Rewards Round Up campaign is based on Anchor’s ‘free range’ philosophy and the idea that the cows have roamed so far they’ve actually ‘escaped’. To help round them up, consumers can find ‘cow codes’ inside specially marked promotional packs of Anchor butter and Anchor Spreadable.
The codes are entered online in exchange for ‘cows’ (points) that are redeemable against a choice of free products, ranging from cool cotton shopping bags to cow print breakfast trays. The more cows you get, the bigger the ‘herd’ – and the bigger the reward. And each time you welcome a new cow into your herd it gets a name. You can either christen it yourself or let Anchor do it for you.
Results
Of the millions of cows roaming in cyberspace, over 450,000 have already been rounded up by a (still growing) posse of 45,000 Anchor consumers, who’ve helped themselves to loads of great rewards in the process.
Figures correct at time of publication
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