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.
- Advertise the largest Thanksgiving food brands working together.
- Increase sales of the featured products.
- Keep the campaign budget in check.
- Provide a refund up to $4.00 per customer who makes qualified purchases.
- Offer a “Fixed-fee” solution to the brands, protecting their budget.
- Product sales increased for all brands compared to the year before.
- The promotion repeated the following year.