Objectives:
McCoy’s wanted to drive trial and purchase of limited Edition “Ruby Murray” crisp flavours, including Chicken Jalfrezi and Lamb Vindaloo. An appealing promotion with instant redemption was required to provide McCoy’s with a true on-shelf stand out.
Mechanic:
78 million packs across the country carrying the “2 for 1 Curry” tag can be used to redeem one free main meal with any other meal paid for. By utilising the packet itself as a voucher consumers were provided with instant gratification and extended brand interaction
Communication:
Promoted via direct marketing and in-store POS