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A recent joint promotion between Fareway Stores and Tyson Fresh Meats Inc. scored a win by effectively leveraging the popularity and immediacy of mobile phone texting.
Fareway Stores successfully used mobile phone texting to promote Chairman’s Reserve Premium Pork and get customers excited about purchasing the line of fresh pork during football season.
The “Get Ready for the Big Game” promotion, which took place in mid-January, offered consumers the chance to win a game prize package including a $200 gift card to Fareway Stores and $50 worth of Chairman’s Reserve Premium Pork. The promotion was launched at the Iowa Pork Producer’s Winter Pork Picnic in January, where printed coupons for the “Big Game” promotion were available for consumers. Participants who entered the contest via texting instantly received an in-store coupon worth $3 off a $10 purchase of Chairman’s Reserve Premium Pork delivered to their mobile phone. Consumers could also enter the contest and access the coupon via Fareway’s website.
“The coupon texting portion of this contest was so successful, it was extended beyond the initial ‘Big Game’ promotional timeframe and ran throughout February, resulting in thousands of texts and two times that number of redemptions through forwarding and multiple use,” said Kent Harrison, vice president of marketing and value creation for Tyson Fresh Meats. “Text messaging enabled us to take a giant leap forward with our promotion strategy for the Chairman’s Reserve Premium Pork brand and strengthen our partnership with Fareway Stores. The solid redemption figures speak to our ability to reach consumers at the meat case using this new technology.”
The contest was promoted via door signs and easels at the meat case, in ad circulars, and on Fareway’s Facebook page and website.
“In addition to effective in-store and online publicity, our meat staff played a large role in making the ‘Big Game’ promotion a success,” said Jeff Stearns, Fareway director of merchandising. “Our sales associates were fully engaged at the meat case, reminding customers how easy it was to participate in the contest and receive a coupon for Chairman’s Reserve Premium Pork.”
Tyson Foods Inc. company produces a wide variety of protein-based and prepared food products and is the recognized market leader in the retail and foodservice markets it serves. Tyson provides products and services to customers throughout the United States and more than 90 countries.
Fareway operates 98 stores in Iowa, Illinois, Minnesota and Nebraska.