Bimbo Canada: Weight Watchers Resolution

Bimbo Canada, part of Grupo Bimbo, is one of the nation’s leading manufacturers and distributors of baked goods ranging from sliced breads and buns to breakfast products. Some of their popular brands include Dempsters, POM and Ben’s. Bimbo Canada and their client, Weight Watchers, partnered with 3 tier logic to launch their ‘Weight Watchers Resolution’ gift with purchase program.

Program Objectives

• Increase brand engagement

• Establish brand loyalty

• Promote product purchasing

• Capture customer data 

Strategy

3 tier logic used PLATFORM³ to create a microsite for the ‘Weight Watchers Resolution’ gift with purchase promotion, leveraging the following modules:

• Purchase Receipt Validation

• Data Capture & Analytics 

When consumers purchase two participating products of the Weight Watchers bread range, they are eligible to receive $85 off a six-month Weight Watchers membership. This program ran nationally across Canada. Through the Purchase Receipt Validation technology on PLATFORM³, customers can validate their purchase by registering and uploading a picture of their receipt to the microsite. Once their purchase has been validated, customers received an email with a link to receive $85 off a six-month Weight Watcher’s membership. 

PLATFORM³ allowed Bimbo Canada to track the progress of their promotion in real-time and gather valuable customer information. The Data Capture & Analytics module provides information on consumers’ activity on the microsite during the promotion and their purchasing activities. This information is beneficial in driving more informed business decisions on future promotions to enhance sales and purchases.