With changes in Clover’s product taste and texture, the brand was keen to retain customer loyalty during a time of product change. They wanted to engage consumers while being open about product changes.

The challenge

Operational requirements changed the location of Clover manufacturing, impacting on product taste and texture. Clover wanted to retain heavy weight consumers throughout this product transition period to ensure long-term brand loyalty.

Our approach

Blueberry Wave developed a collectables scheme supported by an overall integrated communication strategy and plan. We used In-pack, supported with incentivised direct mail, email, cold direct mail, Facebook and Clover’s microsite to engage with customers. We also implemented an earn/burn loyalty scheme model to inform business case development, predict uptake and stock requirements.

The results

50k redemptions, 73% open rate of email communications, and a 30% increase in incremental spend in grocery – as well as a continued sales uplift 14 weeks post-campaign. An ancillary benefit was 45% of Pre-Scheme Low’s moved up to Medium spend, and 13% into High/Exclusive.

“I’ve been very happy with the work we’ve done with Blueberry Wave, they are extremely thorough, always on time, and have worked alongside other agencies very well.”

Kyrie Merryman
Brand Manager Utterly Butterly & Clover, Dairy Crest

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