Saturday, November 26, 2011

An Out of the Box Offer from Kraft Canada

Recently while being on Facebook, I discovered a new marketing online offer from Kraft Canada. The from Kraft Food offered a samplicious package which contains full size samples of their new products on the market. More the 15,000 sample boxes were available.

Anyone could sign up but you had to pay 9.95$ of shipping charges to get the box. At first I was wondering if this was a scam but someone took the initiative to call Kraft Canada to ask them if this was true. It sounded too good to be a real deal. But it was!

I jumped on the offer, shared it on facebook and twitter. Then I waited for my package to arrive.

Within a week and half, my doorbell rang. Outside the door my postman was holding my Samplicious package. The first question he asked me was: “Can you tell me what’s in there because I have four of those in my van?” I laughed and told him that it probably won’t be the last ones either… I told him what it was and immediately he said “Where can I get one of these?”. I had to inform him that it was sold out at this point in time. I suspect that
these packages were gone like hotcakes.

I opened the box in front of him and we were both impressed with the full size products.

My postman went on his way to deliver the other samplicious packages and the rest of the mail and I brought the box for the kids to see. They couldn’t believe their eyes. Usually when we get a sample of a product, we receive a sample which is a few to taste it. But this time it was full size boxes in the box. Also included in the box were three coupons for full size products at the grocery store for the cheese products. The only items that didn't stay in our house were the gums as we are not chewers of gum. I kept one of the new Trident flavors but I gave the rest to my mother-in-law when she was visiting. The other product that might not find supporters in this house is the Kraft Whipped Cheese Dill flavor. I figure the kids can eat it... *grin*

The fact that many Canadian sites are promoting the daily deals found everywhere on facebook and twitter, helped Kraft Canada to spread the word on this out-of-the-box offer.

Though we loved our package and I think it was an original way to promote new products, I think Kraft Canada would have been wiser to use only coupons to exchange at the grocery store for full size items. It would have cost less money for everyone I think. Though as a stay-at-home mom who also homeschool my four kids, I appreciate the fact that I didn’t have to run around for each of these products. But I think it would have been fun to go with the kids to get the products at the grocery store.

Now I suspect that this strategy is to stir the consumers to purchase the products they have loved from this package. Though we loved them some of these products are so expensive that I will never consider purchasing them on a regular basis.

Take the amOOza twists cheese snacks for example. This is one of the products I had to go to the store to get. The snacks are fun to look at and delicious while we eat it but the price tag attached to them is over 6$ believe it or not. When I was at my local Loblaws, I had found two of the three products that I had received a coupon from. Well with the amOOza! alone I had reached the maximum of allowed coupons from the register. My cashier had to call a supervisor to allow my next coupon to be keyed in. I thought it was hilarious!

I would be curious to see if the strategy of creating the Samplicious packages will created a love affair between the customers and the products offered.

What do you think of this out of the box offer from Kraft Canada? Do you think it will encourage customers to purchase their new products? Would you have paid for the shipping charges or would you prefer to only receive coupons to exchange at the grocery store?

Note to me readers:  This was a post done for the course Applied Social Media in Business that I am currently completing to get my Social Media Certificate


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