Clover has launched a loyalty scheme aimed at the breakfast time occasion. Consumers are invited to collect ‘Clover hearts’ in return for breakfast time products.
There are three to collect, a heart mug, a heart-shaped side plate and toast rack. To redeem, you need to collect the Clover Hearts on wrappers inside tubs of Clover, once you have enough, you download a collector form from the microsite and post it together with your collected wrappers. The promotion is supported by social media, targeted DM and emails.
Nice relationship with the cLOVEr hearts and product name, that is carried through to the redeemable products.
They also have used Facebook to communicate this promotion, with people uploading photos showing them using the crockery as part of their breakfast. Maybe they could have linked this to a competition in order to increase their Facebook fans, such as “upload a photo showing you enjoying your Clover Hearts breakfast time goodies and be in with chance to win a weekend break to Paris, city of love” for example.
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