Glad 'Back to School' sales promotion
Creating a competition that connected with Glad's target market.
Although invented by an Australian, Kiwis love their Glad Wrap. In recognition of this, Glad approached us to create a promotion that not only drove sales, but said thank you to the loyal New Zealanders who have purchased Glad Wrap since 1966.
Our objective was to give consumers a compelling reason to purchase. As our target demographic was busy mums, we decided on a branded backpack full of 'Back to School' goodies, to give them a headstart come the new school year.
A brand icon like Glad has to be delivered in the right way, which is why we really sweated over the detail. We designed and commissioned the production of a bespoke backpack, with details like branded zip pulls, and matching pencil and pencil case. Combining the backpack with the other premium items created a quality prize pack that really appealed to the target market.
Using only in-store entry forms and shelf banners, the promotion gained a huge response. Consumers entered in their thousands and Glad achieved ambitious targets for the promotional period.