Eblex praises promotion run

A promotion at four major supermarkets to encourage consumers to ‘Eat beef and lamb every day’ has been hailed as a great success by organiser Eblex.

The free prize draw giveaway ran on different dates for 21 consecutive days, on packs of Red Tractor beef and lamb and on leaflets placed on meat serve-over counters, during October and November last year.

One shopper from each retailer won £250 every day by texting or entering online at www.simplybeefandlamb.co.uk. A total prize fund of £21,000 was split between 84 winners, whose names were posted daily on the consumer website during the promotion.

Chris Leeman, retail project manager for Eblex, said: “We’re absolutely delighted with the success of this campaign. Giving people the chance to win on a daily basis clearly appealed to customers and certainly helped to drive sales of assured Red Tractor beef and lamb.”

One retailer reported an 8.71% redemption rate – well above average for this type of promotion – and the combined redemption rate of 2.25% equated to more than 20,000 entries for all four retailers.

>> Eblex rolls out supermarket beef and lamb promotion


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