Collector Scheme
Flora Cooking with Schools
- Product
- Flora
- Promotion
- Cooking with Schools (Phase 2)
- Promoter
- Unilever
- Promotion Period
- March 09 to Sept 09
Some background…
This Collector Scheme was developed to address the findings of extensive research conducted by Flora - that primary schools felt in need of support to improve cooking facilities and practices. And so came the launch of Flora Cooking with Schools in 2008, which promised to do just that, providing cooking equipment and teaching resources in exchange for Flora pack tokens, with the focus being on health education. For its second phase in 2009, the Flora team were able to perfect communications with a new and improved website, a Gary Rhodes fronted ad campaign, more retail presence and lots of kid friendly activities in the Schools Roadshow, designed to ‘spread the love’! This well supported campaign is also the richest on the market, offering vouchers worth between 20p and £1.
The mechanics…
Any primary schools not previously registered were contacted and invited to register online for their free ‘Cooking with Schools’ teaching Resource and Support Pack. Any previously registered schools were sent a 2009 Support Pack.
The campaign ran across the whole range of Flora spreads. Consumers purchasing Flora promotional packs simply entered their code from packs online (A 250g pack has a token worth 20p, a 500g pack has tokens worth 40p and a 1kg pack has tokens worth £1). Once the date for token redemptions had closed the participating schools were able to order their cooking equipment from an online catalogue on the Cooking with Schools website.
Umbrella's involvement…
Umbrella has a unique relationship with Unilever in that we manage their promotional risk across the entire portfolio of Unilever brands. This meant that we were there working at the heart of this loyalty programmes’ launch in 2008. Involved in the initial brainstorming sessions, we were key to setting the consumer journey. And at the back-end, we managed redemption levels and fulfillment of the resource and support packs. So for the 2009 activity, there was no need to reinvent the wheel, but we had plenty of ideas of how to improve processes to make this year’s journey even smoother!!
