Ainsworth Pet Nutrition, acquired by The J.M. Smucker Company in 2018, is an American producer and distributor of premium pet food and pet snacks best known for their Rachael Ray™ Nutrish® brand. Ainsworth Pets partnered with 3 tier logic to launch their national ‘Rachael Ray Nutrish Furever Home Sweepstakes’ promotion, exclusive to consumers in the United States and Nutrish products.

Program Objectives

• Increase product purchasing

• Improve customer loyalty

• Nurture brand engagement

• Collect consumer data

Strategy

3 tier logic used PLATFORM³ to create a microsite for Ainsworth Pets’s ‘Rachael Ray Nutrish Furever Home Sweepstakes’ promotion, leveraging the following modules:

• Contests and Promotions

• Purchase Receipt Validation

• Data Capture & Analytics

When consumers purchase a qualifying Nutrish product from participating retailers, they are eligible to receive a sweepstakes entry for a chance to win a grand prize of $25,000 or 1 of 3 secondary prizes of $5,000. 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. They were also given a no purchase entry (AMOE) option in which they were to mail in their sweepstakes entry instead. Consumers were limited to one entry per person. 3 tier logic generated a random draw to select the sweepstakes winners while Ainsworth Pets procured and fulfilled the prizes.

Through 3 tier logic’s marketing software, PLATFORM³, Ainsworth Pets was able to collect meaningful data about their consumers’ buying behavior for the duration of the promotion. The Data Capture & Analytics module provides important insights into users’ microsite activity. Ainsworth Pets is able to use this data to make strategic business decisions for continued sales, engagement, and customer loyalty.