Burgeoning through-the-line marketing house Triad Communications has won a gold medal in the esteemed Australasian Promotion Marketing Association Star Awards for its COON toastie promotion – “Join the COONtest”.
Picking up first place for its only nominated entry, Triad secured the “Best Promotional Activity generating Brand Volume” gong in a twist on the evening’s theme of Earth Hour winning multiple categories along with major alcohol brands.
“The COON Toastie promotion worked well on many levels, and we are delighted that its success has been recognised by the industry through this award. Our congratulations go to the team at Triad who developed this initiative. What’s particularly pleasing for Dairy Farmer’s is that this award recognises a promotion’s ability to drive incremental sales volume. In our view that’s also the best definition of a promotion’s effectiveness.” David Ferreira, Senior Brand Manager COON.
Triad’s winning stats show that the COONtest promotion achieved the highest sales increase of COON cheese ever recorded by Dairy Farmers from an integrated promotional campaign. The promotion achieved a 20.1% increase in sales from the previous year. The target was 13%. This equates to an extra 150,890 kilos of cheese sold across the 10 week promotional period, the best sales record ever recorded by the business.
“Our campaign for COON is notable not only for this prize but for its recognition of us helping the client to achieve strong branded growth in what is generally considered to be a commodity area,” says Carolyn-Butler Madden, Director of Triad Communications.
The combination of a strong consumer call-to-action together with a campaign involving multiple communication channels engaged consumers and drove results way beyond the promoter’s expectations.
The strategy involved inviting consumers to engage with the brand in a way that allowed them to express their individuality by inventing their own toastie recipes and entering them into competition.
Consumer interest and trade support were driven across multiple key accounts through a $1million prize incentive to participate.
Triad used multiple communication channels to amplify the promotion offering and drive further engagement and interaction with more consumers. Running throughout the whole campaign was a thorough PR focus to amplify the campaign messages.
