Potato supplier Greenvale is launching a loyalty campaign that allows shoppers to exchange ‘potatokens’ for potato preparation or kitchen equipment.
The ‘Potato Pal’ loyalty scheme, set to run at Tesco, Booths and Ocado, aims to boost sales of GreenVale All Rounder and Jacket Potatoes.
The on-pack tokens are in the form of unique codes and, once collected, must be registered on the company website, where accumulated points are redeemed for products including mashers, chippers, ricers and peelers.
Greenvale said it plans to reach more than 12 million shoppers, and will maintain enthusiasm for the promotion by encouraging participants to post on social media, weekly prize draws, emails, recipes and ‘potato tips’.
Tracey Mattock, Greenvale’s marketing manager said direct communication with shoppers is a new venture for the business.
“We are extremely excited about the potential the Potato Pal scheme holds not only in terms of increasing awareness, trial and purchase of our branded potatoes, but also as an fun and attractive format to extend our social media presence.”
The scheme officially launches to consumers in the March edition of Tesco Magazine – where 10 starter points will encourage initial sign up – and will be promoted from 20 February.
