Sales doubled. BBQ tongs never looked so good.
A gift-with-purchase campaign that turned a redemption mechanic into a retail record for Redheads.
The Brief
Drive trial and sales of Redheads Natural BBQ Charcoal at retail — while growing their social audience — using a gift-with-purchase mechanic.
Redheads needed to shift more Natural BBQ Charcoal at retail and build their social following. The gift-with-purchase product needed genuine perceived value — high enough to motivate customers to buy multiple products in one transaction and overcome the inherent friction of redemption offers.
The Results
Arid Zone created a premium branded BBQ kit: laser-engraved spatula, fork and tongs in a Redheads-branded carry case and gift box. Digital redemption via Facebook enabled on-pack and in-store promotion. Actual sales doubled the original target. Engagement across Facebook, Twitter and Instagram grew through likes, shares, comments and original posts.
