Bimbo Canada: Dempster’s and Ben’s Toque Giveaway

Bimbo Canada is a Canadian producer and distributor of packaged bread and bakery products whose brands include POM, Vachon, Dempster’s, and Ben’s. Their brands offer products like sliced bread, bagels, tortillas, and hamburger and hot dog buns. Bimbo Canada partnered with 3 tier logic to launch their regional ‘Dempster’s and Ben’s Toque Giveaway’ gift with purchase promotion, exclusive to customers in Western Canada, Ontario, and Atlantic Canada. This was the first program Bimbo Canada activated with 3 tier logic.

Program Objectives

• Promote product purchasing

• Drive brand engagement

• Build brand loyalty

• Capture customer data

Strategy

3 tier logic used PLATFORM³ to create a skinny microsite for Bimbo Canada’s ‘Dempster’s and Ben’s Toque Giveaway’ gift with purchase promotion, leveraging the following modules:

• Contests and Promotions

• Purchase Receipt Validation

• Data Capture & Analytics

When consumers purchase three qualifying products in one transaction from participating retailers, they are eligible to receive an exclusive ROOTS Peace Collective toque. Consumers in Western Canada and Ontario could purchase qualifying Dempster’s products, while consumers in Atlantic Canada could purchase qualifying Dempster’s and Ben’s products. Through the Purchase Receipt Validation technology on PLATFORM³, customers can validate their purchase by registering and uploading a picture of their receipt to the promotion microsite. Once their purchase has been validated, customers receive their toques via mail after the end of the promotion.

Using PLATFORM³, Bimbo Canada was able to track the real-time progress of the promotion and capture valuable customer information. The Data Capture & Analytics module provides meaningful insights into consumers’ purchasing behavior on the microsite for the duration of the promotion. Bimbo Canada is able to use this data to make strategic business decisions for future promotions and continue to promote product purchasing.