"Baker's Wonder Cup" Draws Record Redemption
Sunshine Biscuits wanted to add value to their brand by offering consumers a unique free-in-the-mail premium. The item was to be featured on the back of Sunshine Honey Graham Crackers. Consumers could obtain the premium by sending in two proof-of-purchase seals from any of Sunshine's cracker brands.

Milmour suggested "The Baker's Wonder Cup," an ingenious self-cleaning measuring cup that takes the guesswork and mess out of measuring all types of ingredients . . . even sticky solids. The self-cleaning feature makes the cup very unique (adding to its promotional appeal) while making it unnecessary for consumers to stop and clean the measuring cup between ingredients -- a baker's biggest inconvenience.

The offer was amazingly popular, generating over 100,000 redemptions. This strong response provided Sunshine with a substantial lift in cracker sales, while encouraging multiple brand trials and purchases. Due to success of this offer, Sunshine continues to offer similar, free-in-the-mail premium items, flagged on their packages, at the point-of-sale . . . where purchasing decisions are made!

Due to the strong response to this premium offer, Sunshine realized a substantial increase in cracker sales.

"Good value for the money" is the most important factor in brand purchasing decisions by consumers.

Brand Decisions Based on Value Perception
Donnelley Marketing, Inc. conducted a consumer household survey which focused on consumer perspectives on promotion. With 847 (75%) responding, the single most important factor which consumers cited in their brand purchase decisions was "value for the money." This single issue was more important to consumers than either price or discount coupons.

While discount coupons may add to a consumer's perception of "value," they may also teach consumers to expect "discounts" in order to repurchase a brand, thus creating potential degeneration of the brand's perceived price point. Point-of-sale consumer premiums add value to brands and catch the consumer's eye at the point-of-sale, affecting the final purchase decision in favor of that brand.

Back to Top