5 June 2009
Potato chip company Tyrrells has launched a prize draw to win a tractor. The campaign will be featured on one million packets of Tyrrells crisps and will begin on 1 July to run throughout the summer to capitalise on the picnic market.
The main aim of the campaign will be lead generation. Tyrrells expects to generate a customer database of 50,000 to 80,000 names. The campaign is also designed to help the product to stand out on store shelves. “The luxury crisps market is crowded at the moment,” says Henley. “We wanted something unusual that would give us a bit of shout in the supermarket.”
The prize draw will offer the winner the option of a new Massey Ferguson 5455 tractor or a cash alternative of £25,000. There will also be a chance to win one of 1,000 pairs of wellies or one of 2,000 Tyrrells goodie boxes containing four sample packs of crisps, which Tyrrells hopes will encourage customers to try new flavours.
Tyrrells marketing manager Cath Henley says the tractor idea came from the brand image, which is about simplicity. The Tyrrells slogan is “From seed to chip”, and Tyrrells is keen to advertise that it grows its own potatoes in its own fields. “This difference is what makes us better,” says Henley. “Tractors are part of our day-to-day life here at Tyrrells Court Farm as we plant and harvest our annual potato crop. We wanted something simple and catchy that would be an extension of our brand.”
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