Multi-Page Labels Boost Food Promotion

Unilever is looking to keep consumers keen on its Marmite food spread with various promotions using on-pack one million Fix-a-Forms.

Unilever is looking to keep consumers keen on its Marmite food spread with various promotions using on-pack one million Fix-a-Forms.

The latest promotion to roll off the printing press is the 'Go Mad for Marmart' extravaganza, which sees the squeezy Marmite bottle encouraging snack lovers across the globe to get to grips with some art whilst they eat.

A 12-page fold out Fix-a-Form multi-page label, tells the story of how Marmite squeezy pack buyers can collect two on-pack tokens to get a free Marmart kit, including a Marmart lunch box, art mat and spreader and two stencils that could enter them in to the Marmart art exhibition.

Customers have to squeeze the Marmite spread over their morning, afternoon or evening toast in a creative way and submit a photo of their Marmart 'design' via the official website address to the Marmart judging panel.

Unilever brand manager, Cheryl Calverley, said she knows what she wants to get on-shelf impact: "The front page label is quite understated but instantly appealing.

It simply shows the product bar code and then draws the buyer's attention to the free Marmart kit.

All the persuasive, marketing support text is listed inside the pages along with the terms and conditions of the promotion and the Fix-a-Form also features images of the prize.

It's all perfectly presented in an innovative, user-friendly way that customers will warm to." She added: "We've used Fix-a-Forms before to great effect and we are hoping for the same sales uplift with this one to prove that we have got the in-store, in-hand promotional proposition off to a tee.".

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