Gifts
Lloyds Pharmacy teams with Flora Pro-Activ
- Product
- Flora Pro-Activ
- Promotion
- Free Cholesterol & Heart Checks
- Promoter
- Lloyds Pharmacy
- Promotion Period
- Feb to Aug 2008
Some background...
This free gift with purchase is so relevant to the consumer that it could potentially save their life.
Flora Pro-Activ, known for it cholesterol lowering properties, have teamed up with Lloyds Pharmacy to offer consumers FREE Cholesterol & Heart Checks. Both parties are set to benefit. Flora, benefiting from the projected increase in sales. And for Lloyds Pharmacy, it’s the opportunity to push the launch of their new Cholesterol & Heart Check, plus generate increased in-store foot fall.
The campaign is strongly supported. Not only is it faced by Gloria Hunniford, but they are running a host of different media activity.
The mechancics...
This is an on-pack promotion, however there was a massive direct mail campaign supporting the launch period. Consumers are invited to claim a free Cholesterol & Heart Check (RRP £15) by purchasing two promotional Flora Pro-Activ products and taking their original receipt(s) along to any of the 625 participating Lloyds Pharmacies.
Umbrella worked with Lloyds Pharmacy on the risk management of this campaign. The anticipated redemption rate was an area of uncertainty for them for two reasons. Firstly, it is such an unusual free gift and secondly there is such a high level of differing media support surrounding it. We were able to offer them a fixed fee to protect their budget from potential over-redemption. We also advised on a series of fraud prevention measures.
