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Tesco: Fresh Pineapples

Keelings/Dole Fresh Pineapples only at TESCO

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the campaign

Proof of purchase campaign for Tesco, to receive a pineapple recipe book and a prize draw entry

the outcome

  • Briefed to stimulate trial and encourage repeat purchase of Keelings/Dole Fresh Pineapples in Tesco
  • Reward needed to enhance the pineapple eating experience and educate consumers on the versatility of the fruit
  • Sourced and supplied handy pineapple corer that peels cores and slices the fruit
  • Also designed and produced special booklet with pineapple recipe ideas
  • Offer tagged on 150,000 Fresh Pineapples and claimed by consumers sending in 2 proofs of purchase
  • Recipe book invited consumers to send in their own recipe to Keelings’ website and be entered into free prize draw to win £250 worth of Tesco vouchers
  • Achieved significant increase in sales and 8.5% redemptions