Leveraging an existing brand partnership with a household appliance manufacturer, we organised for coupon booklets to be delivered in the new dishwashers, alongside a sample pack of products. The booklet consisted of three offers incentivising follow-on purchase of the brand’s hero product and two ancillary products.
All three offers redeemed above category average demonstrating an engaged channel. Of those who purchased the hero product, over 70% went on to make a purchase of an ancillary product. Valassis used unique codes to tie back the redemptions to a dishwasher purchase, strengthening the brands’ knowledge of their customer.