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Greenvale launches Potato Pals collector scheme

Friday February 20, 2015 at 11:44am
GreenVale Potatoes is launching a loyalty campaign that allows shoppers to exchange ‘potatokens’ for potato preparation or kitchen equipment. Backed with a major six-month in-store and social media campaign, the ‘Potato Pal’ loyalty scheme launches in Tesco, Booths and Ocado on February 21 2015. Consumers can collect on-pack tokens in the form of unique codes which, once collected, must be registered on the company website. Points can then be redeemed for products including mashers, chippers, ricers and peelers. The scheme officially launches to consumers in the March edition of Tesco Magazine, where 10 starter points will encourage initial sign up. The campaign, devised by BD Network who were appointed following a competitive pitch, is also intended to encourage loyal customers of GreenVale potatoes to spread the word, with extra Potatokens on offer for doing so. GreenVale plans to reach more than 12 million shoppers, and will maintain enthusiasm for the promotion by encouraging participants to post on social media, weekly prize draws, emails, recipes and ‘potato tips’. Consumers who share their personal GreenVale recipes and recommendations with their friends via Facebook will be rewarded with exclusive GreenVale Potatowels. Tracey Mattock, GreenVale’s marketing manager, says direct communication with shoppers is a new venture for the business. “We are extremely excited about the potential the Potato Pal scheme holds not only in terms of increasing awareness, trial and purchase of our branded potatoes, but also as an fun and attractive format to extend our social media presence.” Mattock added that GreenVale “has a very loyal customer base and we know that once shoppers try our potatoes they keep coming back for more. This campaign has been devised to encourage trial and repurchase and we are confident of some strong results and consumer engagement with the rewards we have to offer.”
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