Asda has linked to the DVD release of animated children’s film Madagascar to drive fresh produce sales in the run up to Christmas.
Stickers on a range of 19 lines including avocados, mixed pepper salad, sugar snap peas, Mediterranean vegetables and two bouquets offer the chance for one consumer to win a two-week family holiday to Kenya.
Also being given away are holiday discounts and
zoo entry.
Asda has also linked with the Mushroom Bureau and supplier Heveco to drive mushroom sales. Two thousand copies of a recipe book can be won by consumers who find a sticker on a 250g punnet of closed cup mushrooms (rsp: 58p). The bureau’s book uses 35kg fresh mushrooms as a vehicle to promote frequency of purchase.
Asda is planning further promotions alongside Heveco in 2006, said Caroline Lincoln, the supplier’s marketing manager.