McCain is launching a 'save £10' voucher initiative to encourage cash-strapped consumers to buy its products instead of own label.
A coupon booklet offering consumers 30% off 12 selected McCain products throughout May, June and July will be delivered to more than a million UK homes at the beginning of next month.
The initiative aimed to raise brand awareness and would highlight McCain's 'It's All Good' positioning, product management chief Mark Hodge said.
"We have used sophisticated buying data to profile which consumer groups are feeling the pinch the most and are considering switching to own label," he said. "Over the past eight years we have done one-off doorstep promotions but this is our biggest door-drop coupon activity to date."
Hodge said McCain had written to retailers to "provide early warning" and ensure availability was good.
A coupon booklet offering consumers 30% off 12 selected McCain products throughout May, June and July will be delivered to more than a million UK homes at the beginning of next month.
The initiative aimed to raise brand awareness and would highlight McCain's 'It's All Good' positioning, product management chief Mark Hodge said.
"We have used sophisticated buying data to profile which consumer groups are feeling the pinch the most and are considering switching to own label," he said. "Over the past eight years we have done one-off doorstep promotions but this is our biggest door-drop coupon activity to date."
Hodge said McCain had written to retailers to "provide early warning" and ensure availability was good.
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