Bimbo Canada: Dempster’s, POM, and Ben’s Summer BBQ

Bimbo Canada is a Canadian producer and distributor of packaged bread and bakery products whose brands include Dempster’s, Vachon, POM, Bon Matin, 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 national ‘Dempster’s, POM, & Ben’s Summer BBQ Sweepstakes’ promotion, exclusive to Canadian consumers and Dempster’s, POM, and Ben’s products. This was the third program Bimbo Canada activated with 3 tier logic.

Program Objectives

• Increase product purchasing

• Build brand engagement

• Drive brand loyalty

• Collect customer data

Strategy

3 tier logic used PLATFORM³ to create a skinny microsite for Bimbo Canada’s ‘Dempster’s, POM, & Ben’s Summer BBQ Sweepstakes’ promotion, leveraging the following modules:

• Contests and Promotions

• Purchase Receipt Validation

• Data Capture & Analytics

When consumers purchase one qualifying Dempster’s, POM, or Ben’s hamburger or hot dog bun product at participating retailers, they are eligible to receive a sweepstakes entry for a chance to win 1 of 184 Broil King barbecues. 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, consumers receive an email confirming their sweepstakes entry. Each product purchased is equal to one sweepstakes entry; consumers were limited to 10 sweepstakes entries per person per day. They were also given a no purchase entry (AMOE) option in which they were to submit a short essay for eligibility instead. Bimbo Canada generated a random draw to select 8 sweepstakes winners per week over the course of 23 weeks (i.e. 5 winners from Ontario/Western Canada, 2 winners from Quebec, and 1 winner from Atlantic Canada per week).

Using PLATFORM³, Bimbo Canada was able to track the progress of the promotion in real-time and capture meaningful shopper data. The Data Capture & Analytics module provides valuable insights into consumers’ purchasing behavior and microsite activity for the duration of the promotion. BImbo Canada is able to use this data to make strategic business decisions for future promotions and continue driving sales and brand loyalty.