Milmour's Recipe for Sweetening Margarine Sales

The Objective
Parkay® wanted to boost consumer attention at point of sale, and increase the use of Parkay in baking during the Christmas season. Working closely with Kraft's marketing and production managers, Milmour helped shape an in-pack premium offer that included two different Christmas cookie cutters (a snowman and a candy cane), as well as several cookie recipes.

The Challenge
Parkay is provided in two half-pound tubs which are held together with a printed chipboard overwrap. Kraft wanted to in-pack one cookie cutter inside the overwrap, meaning it had to fit inside a very limited opening between the two tubs. Kraft also wanted to use their existing case packs, thus minimizing changes in their packaging line.

The Solution
By simply die-cutting a hole in the front of the chipboard overwrap, the cutters could be inserted into the opening, which was sealed with a tinted label. The inside of the chipboard liner was printed with cookie recipes which the consumer was able to save as 3x5 recipe cards by cutting along pre-printed dotted lines. The remaining space on the inside of the sleeve was printed with holiday craft ideas, further adding to the value of the offer.

The Result
This successful in-pack premium promotion added value to the brand and increased consumption, with minimal disruption to the normal production process—all at a cost that was significantly lower than most "cents off" coupon offers.