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Butterball® Case Example

Butterball partnered with Heinz Gravy, Pillsbury Crescent Rolls and Stove Top Stuffing to provide a consumer offer for the Thanksgiving holiday meal. Jointly, they offered the consumer a $4.00 savings if the consumer purchased all four partners’ products. The offer was distributed via a national free-standing insert.

The four partners were concerned about such a high-value offer redeeming higher than their budget could afford. SCA provided over-redemption coverage on the campaign offering the brands a “fixed-fee,” thus capping their promotional spend.

Objectives

  • Advertise the largest Thanksgiving food brands working together.
  • Increase sales of the featured products.
  • Keep the campaign budget in check.

Strategies

  • Provide a refund up to $4.00 per customer who makes qualified purchases.
  • Offer a “Fixed-fee” solution to the brands, protecting their budget.

Results

  • Product sales increased for all brands compared to the year before.
  • The promotion repeated the following year.

Butterball Fixed Fee Promotional Flyer

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Fixed Fee Nav Button1

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