GreenVale Potato Pals promotions grows profits

GreenVale, one of the UK’s leading suppliers of fresh potatoes, is celebrating an outstanding response to their current ‘Potato Pals’interactive initiative making them the only branded maincrop potato to be driving both value and unit growth.

Launched in February, the cross platform loyalty campaign in Tesco, Ocado and Booths, aims to increase sales and generate trial of their branded All Rounder and Jacket Potatoes. GreenVale’s ‘Potato Pals’loyalty scheme involves the collection of Potatokens in order to claim a range of quality potato preparation and kitchen equipment. The campaign runs until August 20th 2015.

Figures from Nielsen and Dunnhumby show that unit sales increased by 36.2% and value sales are up by 18.1% GreenVale also developed a sophisticated CRM system in order to maintain consumer enthusiasm for the promotion-emails, prize draws, recipes and “potato’ tips to encourage participants to keep collecting and redeeming points, and to share the promotion with social media contacts. This activity is also a success, with over 3.5K Facebook ‘likes’ to date, and the highest ever number of unique visitors to the GreenVale website since its launch in 2012.

Tracey Mattock, GreenVale’s marketing manager comments, “This type of direct communication with shoppers was a new venture for GreenVale and we are absolutely delighted to be delivering sign ups and entered codes above all expectations “between 200-400% on a number of measures plus the highest repeat rate in the last 12 months.

The’Potato Pals’ scheme was designed to be a fun and attractive mechanism to extend GreenVale’s social media presence and to increase awareness, trial and purchase of our branded potatoes, and it is proving to be a fantastic success on every level.”