Galloway encourages cheese trial

Customers of Lactalis McLelland’s famous Scottish brand, Galloway, were given the chance to try other cheese products in the brand range with a money-off coupon delivered on-pack via a 10 page Fix-a-Form from Denny Bros.

The Fix-a-Form multi-page label, which was incorporated into the main Galloway Scottish Cheddar weight and price label, promoted both the sliced and grated product variants by offering consumers 50p off their next purchase.

"The Fix-a-Form provided an instant promotion, without using a classical price promotion mechanic...the promotional activity worked successfully in most retailers where sales consistently grew."

The Galloway Brand Manager for Lactalis McLelland explained, “The promotion ran across the entire range of coloured pre-pack cheddar and aimed to increase awareness of the Galloway grated and sliced products and encourage cross-purchase across the brand. The Fix-a-Form provided an instant promotion, without using a classical price promotion mechanic. We thought the normal Galloway label would not easily support the use of a Fix-a-Form but Denny Bros were able to find the most efficient solution. The promotional activity worked successfully in most retailers where sales consistently grew.”
 
The extended base label on the Fix-a-Form enabled Lactalis McLelland to contain the promotion on-pack whilst still being able to over-print the barcode, weight and price details without the need for a separate label.